I've been asked to watch an interesting video clip from TED talks on a designer--Don Norman, who explores the significance of beauty and fun, which is the new life for him. Norman discusses the 3 main features of emotional design that is needed to for a product to succeed within the design industry.
1. Visercal: (subconscious) co-adapted to biology into liking bright colours, in design you can express visercal in several ways through different type fonts. For example: the 1963 Jaguar, although falls apart all the time it is beautiful, sleek and in the museum of modern art or a water bottle, consumers buy these because it looks nice, they dont buy it for the water but for the look of the bottle which is later reused either as a vase or to refill water.
2. Behavioral: (the middle level also subconscious) it is all about feeling in control including usability and understanding such as driving a high powered cars or the global knives making you feel in control of the cutting or driving.
3. Reflective: the brain has no control of what you do and does not see the senses, its the inner voice in your head which chooses one emotion over the other, its about the image and not so much of the functionality. for example: some people would buy an expensive watch to show off their high stance, even though the watch does not function as apposed to the pure behavioural watch which is more functional than a 1000 dollar watch but its ugly.
Through the use of these factors, we are able to design a product that suits the demands of the consumer audience, being a key factor of the design process. Norman also explores that emotions such as being happy or fearful affects the way people approach problem solving. He continues by stating that designs that incorporate fun and beauty are more enjoyable to use may override the functionality side, however you would need a balance of the two to bring a product to its success in the global market.
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