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Three levels of design
 

Three levels of design

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A summary of the book "Emotional Design" from Norman, chapter 2: design in practise: Three levels of design

A summary of the book "Emotional Design" from Norman, chapter 2: design in practise: Three levels of design

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Three levels of design Three levels of design Presentation Transcript

  • THREE LEVELS OF DESIGN
    visceral | behavioral | reflective
  • MEANING levels of design
    VISCERAL = the automatic prewired layer
    BEHAVIOURAL= process that controls everyday behaviour
    REFLECTIVE = the contemplative part of the brain
  • THREE LEVELS of design
    Play part in shaping one’s experience
    Important
    Require a different approach by the designer
  • VISCERALDESIGN
    visceral | behavioral | reflective
  • QUOTE visceral design
    “ Package designers and brand managers are looking beyond graphic elements or even the design as a whole to forge an emotional link between consumers and brands ”
    The entire success of a product
    PACKAGE, not content
  • BOTTLE OF WATER
  • VISCERAL DESIGN what?
    Is what nature does
    Powerful emotional signals from the environment are automatically interpreted at this level
    Culturally
    Perception of “pretty”
    Visceral design is all about emotional impact
  • DOMINATING FACTORS
    LOOK
    FEEL
    SOUND
  • DOMINATING FACTORS
    Physical features
    LOOK
    FEEL
    SOUND
    This principles are wired in, consistent across people and cultures
  • VISCERAL DESIGN where?
    Advertising
    Folk
    Crafts
    Children items
  • VISCERAL DESIGN: how?
    About initial reactions
    Studied
    Putting people in front of a design
    Waiting for reactions
    What is the reaction the visceral designer strives for?
    I want it
    What does it do?
    How much does it cost?
  • BEHAVIORAL DESIGN
    visceral | behavioral | reflective
  • BEHAVIORAL DESIGN what?
    “Use and performance”
    Four components
    Function
    Understandability
    Usability
    Physical feel
  • BEHAVIORAL DESIGN
    FUNCTION
  • FUNCTION
    Comes first
    Product  To fulfil needs
    Tricky
  • TRICKY
    Question: what does a product do, what function does it perform?
    Answer: it has to fulfil needs
    Difficult: why ?
    People’s needs are not as obvious as might be thought
    Importance for designers
    Designers have to watch their customers
    to understand how they will use a product
  • PRODUCT DEVELOPMENT
    Enhancement
    = making an existing product or service better
    Easiest: comes primarily by watching how people use what exists today
    Innovation
    = completely new way of doing something that was not possible before
    Difficult to access: cannot be evaluated by asking potential customers for their views
  • CAR CUPHOLDERS
  • BEHAVIORAL DESIGN
    UNDER-
    STANDING
  • UNDERSTANDING
    The secret
    = to establish a proper conceptual model
    Three mental images
    Designer’s model
    User’s model
    System image
    = conveyed by the product and written material (advertising and manuals)
    The system image of the final design conveys the proper user model
  • FEEDBACK
    “Component of understanding”
    To givecontinual feedback
    Computer
    Amazing: manyproductsgive inadequate feedback
    To beeffective?
    Enhance the conceptual model
    Indicatingprecisely
    Whatis happening and whatyetremains to bedone
  • BEHAVIORAL DESIGN
    USABILITY
  • USABILITY
    Complex topic
    “a product that does what is required and is understandable, may still not be usable”
    E.g. guitars, violins, piano
    Usage = the critical test of a product:
    How well does the product perform?
    How comfortable does it feel to use?
    Challenge = UNIVERSAL DESIGN
  • BEHAVIORAL DESIGN
    PHYSICAL FEEL
  • PHYSICAL FEEL matters
    Designers worry a lot about the physical feel of their product
    Make huge difference in our appreciations
    They are critical to our behavioural assessment of a product
    Physical feel matters: why?
    We are biological creatures: interaction between our sensory systems and the environment
  • + BEHAVIORAL DESIGN +
    Human-centered
    Understanding and satisfying the needs
    Observation
    Visceral and behavioural reactions are subconscious
    Make us unaware of our true reactions and their causes
  • REFLECTIVE DESIGN
    visceral | behavioral | reflective
  • REFLECTIVE DESIGN what?
    Message, culture, meaning of a product
    The image we present to others
    The essence of reflective design: it’s all in the mind of the beholder
  • QUESTION functionvsfashion
  • ATTRACTIVENESS BEAUTY
    Attractiveness
    Visceral level
    The response is entirely to the surface look of an object
    Beauty
    Reflective level
    It is influenced by knowledge, learning and culture
    Advertising
    can work at either the visceral or the reflective level
  • REFLECTIVE LEVEL product
    Shows person’s overall impression
    Customer relationships play a major role
    A good relationship  reverse a negative experience
    Is about long-term customer experience
    Service
    Providing a personal touch
    Warm interaction
  • THE DEVIOUS SIDE OF DESIGN
    visceral | behavioral | reflective
  • HUMAN-CENTERED DESIGN
    Test product withpotentialusers
    Meaningfor the salesperson = reverse
    = anopportunity to present themselves as rescuers
    The solutionthroughconfusion is a pure playonemotions
    For fashion: emotions are key
  • SALESSTRATEGY supermarkets
    Put the most frequently desired items at the rear of the store
    Why?
    Forcing buyers to pass by isles of tempting impulse purchases
    Regularly rearrange the store
    To visit the whole store
    Difficult to buy the most desired items
  • DESIGN BY COMMITTEE VERSUS BY AN INDIVIDUAL
  • REFLECTIVE THOUGHT
    Websites and products  no guarantee for success
    Conflict between the preferences of
    the popular audience
    the intellectual and artistic community
    The best designs come from following a cohesive theme throughout, with a clear vision and focus
  • CONCLUSION
    A human-centered approach works well for behavioural design, but it is not necessarily appropriate for either the visceral or the reflective side
    Conclusion:
    If you want a successful product, test and revise
    If you want a product that can change the world: let it be driven by someone with a clear vision
  • ONLINE DOWNLOAD
    http://www.slideshare.net/JolienS/three_levels_of_design