Emotional design


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Emotional design

  2. 2. Why the difference in liking ???
  3. 3. It is no longer sufficient for aproduct to function properly, to be usable and efficient or to have an aesthetic appeal
  4. 4. A product calledTelephone
  5. 5. Initially….
  6. 6. Just a means tocommunicate through long distance
  7. 7. A few years later…
  8. 8. Then came the need for mobile communication
  9. 9. Today!!!A phone means…
  10. 10. Why do weLOVE or HATE things???
  11. 11. EMOTIONS
  12. 12. • In customer behaviour there is a degree of emotional response to objects• Markets become flooded with products, consumers are overwhelmed with choice• In an effort to maximise their market potential company’s have to satisfy the user’s inner emotions to provide an increased likelihood of product purchase• Whiteley - “This is to decrease the wasteful nature of today’s ‘throw away’ society”
  13. 13. Influence of emotions in product design• Purchase • Why people desire a certain product• Use • Why attractive things work better• Attachment • How personalization affects the product
  14. 14. The X-factor : “I want it and I don’t know why”• Desire of consequence : appraisal of motive compliance• Desire of presence : appraisal of appealingness• Desire of identity : appraisal of legitimacyAll these three desires exert the “buy now” or “X-factor” influenceDesmet – “The product resonates with what we want to be or become, want to experience or own, and want to achieve or obtain”
  15. 15. Why attractive things work better???As Norman states – “When we are happy your thought process expand, becoming more creative, more imaginative. i.e. attractive thing make you feel good” “Negative emotions kick in when there is a lack of understanding, when people feel frustrated and out of control – first uneasiness, then irritation, and, if the lack of control and understanding persists, even anger.”
  16. 16. PersonalizationAs Desment states – “Emotional attachment to products can encourage people not to discard a product”Example – Apple offering free engravings on i-pods an i-phones
  17. 17. People can respond in a variety of ways to the same design
  18. 18. Design forEMOTION
  19. 19. How do you establish and measure emotions ??? THEORIES
  20. 20. Norman’sthree levels of design
  21. 21. Visceral design Behavioral designReflective design
  22. 22. Visceral design• Visceral layer : pre-wired layer• Concerns itself with appearance• Customer says “I want it” before asking “how much it costs?” or “what does it do?”• Visceral level is incapable of reasoning
  23. 23. Behavioral design• Behavioral layer : layer that controls everyday behavior• Concerns with pleasure and effectiveness of use (functionality) of the product• Deals with experience ( function, performance, usability ) with the product
  24. 24. Reflective design• Reflective layer : contemplative layer• Concerns with the rationalization and intellectualization of the product , i.e. the self image and personal satisfaction the product provides
  25. 25. The three levels of design are interwoven
  26. 26. Reflective designVisceral design Behavioral design
  27. 27. Visceral design Reflective design Behavioral design
  28. 28. Visceral design Reflective design Behavioral design
  29. 29. Visceral design Reflective design Behavioral design
  30. 30. A product called Telephone( http://www.youtube.com/watch?v=jhoII3VzHZ0 )
  31. 31. Many other theories : • Desmet’s model of product emotions • Jordan’s pleasure model • Forlizzi’s model
  32. 32. Measuring emotions ( PrEmo )• Desmet created a tool : PrEmo ( Product Emotional Measurement Instrument ) , specifically for measuring the emotions elicited for a product appearance• Tool will be able to • Work in different cultures • Not require extensive equipment or technical expertise • Measure product appearance emotions • Measure mixed emotions
  33. 33. PrEmo comprises of 14 emotions : • 7 pleasant • 7 unpleasantParticipants rate emotions felt in 3 point scale : • I do not feel the emotion expressed (lower part of the scale) • I somehow feel the emotion expressed (middle part of the scale) • I do feel the emotion expressed (upper part of the scale)Facial expressions, movements and sounds produced help focus and objectify emotions
  34. 34. How can designers apply this knowledge?• To understand the concerns and focus of the user, designers must increase their user understanding; this methodology is known as user-centered design• Steve Jobs – “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them”• User-centered methodology and a product emotion toolset helps designer’s move towards an aspiration to add emotional value to a product
  35. 35. References• The structure, influence and application of emotion in product design – Luke Woolfson• The field of design and emotion: Concepts, arguments, tools, and Current issues - Erdem Demir• Special Issue Editorial: Design & Emotion - Pieter M. A. Desmet and Paul Hekkert• Emotional design : why we love or hate things? – Donald A. Norman
  36. 36. Thank you !!! P. VAZAHAT FATIMA M.Des (Electronic Systems)IIITD&M, Kancheepuram, TN, INDIA
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