Task 1a: Video> Emotional Design

Watching Don Norman’s “Emotional Design” video has led to my discovery that a design does not need to just perform its functionality but also to have the ability to create positive emotional response by the user and create new experience(s) for the user.

As to say a design that is able to express and communicate a unique story becomes a memorable thing, because a reflective design will have the user place himself/or herself in their self-image of them using the product with personal satisfaction (this was quote from the excerpt of the video clip). So I believe a ‘good’ design must be able to engage the user in ways for the user to enjoy while using the item.

Norman quoted, “The ability to personalise will make something yours”. The keyword in that quote I focused on is ‘personalise’ which I think is important in design. A design that allows a person to personalise their bought item will make them happy as it will become part of their personal life, and so as to not just create a product to a serve its purpose but also to make it enjoyable to use.

I am always reminded in my studies that in design it should be well considered to include the package of fun, surprise element and a story-telling engagement, and that is what Norman is talking about in the video – that there must be something more beyond to the purpose, use and function of the product.

Norman was discussing about the three elements of design that should have, the visceral design, behavioural design and reflective design. A consideration for designers to take note of as visceral design gives a pleasant appearance making a design look very attractive which becomes a desirable want/or need by the user; behavioural design is the pleasure of using the design which is given by the feeling of complete control of the user’s environment; and the reflective design is something about providing self-image and personal satisfaction of using the design.

I feel that lessons shared in the video should be well noted by industrial designers because a design may not just be created to display its functionality, but to make it (very) worthwhile to have in possession and to reward personal satisfaction of owning the design.

Keywords and elements of design which I took note of:

*a design must be memorable in the user’s mind

*a design must give the ability to personalise

*a design should tell a story

*a design should be enjoyable to use

What I find critical about Norman’s view, is that he displayed great enthusiasm in designs for their fun element but not the purpose and use of the product. He tells of the mini cooper that has many faults to the design which he noted from reading reviews, but he says he still enjoys the car. At the beginning of the video, he commented on the beauty and his excitement of an object, a round-turning-wheel that swivels on a stand, at which he confessed he did not understand the function and purpose of it, but he insists that he would own one.

So the thought has come to my mind, a design that has great physical appearance and is considered beautiful, but it serves no purpose in function and use, is a good design? And that it could be important for industrial designers to focus and take note of? So a product that is not functional but is physically beautiful, is a worthwhile piece to have? Perhaps it is as people are looking for more than just function of the design.

Industrial designer may learn many elements and aspects of design from this video. By watching this they will learn what is good design and bad design. I feel this video encompass the relevant topics about design which Industrial designers should remember in their design-making.

Video: http://www.ted.com/talks/lang/eng/don_norman_on_design_and_emotion.html