Dutch Design Education | van Waart, Kunst & Mulder

Dutch Design Education: A new approach to design for emotions Design and Emotion: Dare to Desire! October 8th, 2008 Peter van Waart MA Researcher Human Centered ICT Lecturer Creative Marketing / Experience Branding School of Communication, Media and Information Technology Rotterdam University of Applied Sciences, The Netherlands Peter van Waart | Design and Emotion 2008: Dare to Desire!

Dutch Design Education: A new approach to design for emotions • Experience Branding • Developing emotional literacy • Results • Conclusions and questions Peter van Waart | Design and Emotion 2008: Dare to Desire!

Rotterdam University of Applied Sciences School of Communication, Media and Information Technology Peter van Waart | Design and Emotion 2008: Dare to Desire!

Experience Branding “Meaningful brand experiences” How to ‘touch’ people by initiating experiences which relate to individual values and evoke emotions Peter van Waart | Design and Emotion 2008: Dare to Desire!

SpacePotato@Flickr.com

Experience Branding “Meaningful brand experiences” How to ‘touch’ people by initiating experiences which relate to individual values and evoke emotions Experience Economy Emotional design

Peter van Waart | Design and Emotion 2008: Dare to Desire!

Question How to develop emotional literacy as professional competency for designing for emotions? Peter van Waart | Design and Emotion 2008: Dare to Desire!

Assumption General competency Professional competency Peter van Waart | Design and Emotion 2008: Dare to Desire!

Teaching emotional literacy 1. Being aware of and cope with your own emotions 2. Being aware of and cope with emotions of others Peter van Waart | Design and Emotion 2008: Dare to Desire!

What can we learn from teaching aesthetic literacy? Art schools prove to be able to develop aesthetic literacy aesthetic literacy: instrumental knowledge and skills + intuitive sense for aesthetics emotional literacy: instrumental knowledge and skills + intuitive sense for emotions Approach: Critical reflection Peter van Waart | Design and Emotion 2008: Dare to Desire!

Critical reflection to verbalize your design process and learning process, which is the basis for a dialogue with your teacher

Our method for teaching emotional design Inspired by Experiential Learning Model (Kolb) Peter van Waart | Design and Emotion 2008: Dare to Desire!

Method for teaching emotional design Peter van Waart | Design and Emotion 2008: Dare to Desire!

Concrete experience How can I recognise my own values and emotions? Assignments Express 10 meaningful moments in life using images Diary or dummy at hand to make notes or sketches as soon as a significant experience occurred Students publish these experiences on their weblog. Peter van Waart | Design and Emotion 2008: Dare to Desire!

Reflective observation How can I recognise values and emotions of others? Assignments Observation studies, interviews, or ways of ethnographic research to study people in their natural habitat Read each other’s weblogs and share their experiences. In class, students are confronted with emotions of others in presentations, which they talk about in critical reflective discussions with each other and teachers. Peter van Waart | Design and Emotion 2008: Dare to Desire!

Abstract conceptualisation In what cultural context (with specific norms and values) do users of my design live? Assignments Literature about psychological and physiological aspects of brain and body, consciousness and sub-consciousness, reasoning and intuition, values and emotions, experience economy, branding, and (Western) social-cultural environment. Write book and article reviews on these at their weblogs. Reviewing newspaper articles from a social-cultural point of view “Emotional Consult” investigating in a critical-reflective dialog the personal fascination the student has and how that is related to the profession of Experience Branding with the aim to help the student connect his professional insight with his personal emotional literacy. Peter van Waart | Design and Emotion 2008: Dare to Desire!

Active experimentation Which cultural-specific symbols can I use as a mechanism to evoke emotions? Assignments Create an archetype. Students have to think of specific (visual) cultural symbols that express certain values, which are commonly perceived and recognised Develop a meaningful brand experience for an existing or fake brand in which all knowledge, skills and experiences from the former stages are applied Peter van Waart | Design and Emotion 2008: Dare to Desire!

And what about the students? Do they… Do They Dare?

Yes, they dare

But at first, an Oath

I promise to share my emotions and experiences honoustly with others, to respect the emotions and experiences of others, and I shall not share without permission, emotions of others with others

Concrete experience How can I recognise my own values and emotions?

Reflective observation How can I recognise values and emotions of others?

Abstract conceptualisation In what cultural context (with specific norms and values) do users of my design live?

Active experimentation Which cultural-specific symbols can I use as a mechanism to evoke emotions?

Student quotes “Applying the knowledge from class in real life, makes me more conscious about my own experiences. A good example is me, climbing the Euromast” “I am not quite sure when it happened, but Experience Branding has changed my life” “I saw the light! In finally know how to act as an Experience Brander” Peter van Waart | Design and Emotion 2008: Dare to Desire!

Tips & tricks • Create safe environment • Discuss privacy issues (weblogs) • Personal development • Oath (or any other ritual) Peter van Waart | Design and Emotion 2008: Dare to Desire!

Discussion and questions Can we use this method in other cultures? – Design tradition – Values and norms Peter van Waart | Design and Emotion 2008: Dare to Desire!

Thank you -------------------------------------------------------- Download presentation from: http://docent.cmd.hro.nl/waarp/designandemotion -------------------------------------------------------- Peter van Waart p.van.waart@hro.nl www.linkedin.com/in/petervanwaart Peter van Waart | Design and Emotion 2008: Dare to Desire!

Dutch Design Education | van Waart, Kunst & Mulder

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