Don Norman - Emotional Design

Don Norman, a Cognitive Behaviour expert, explains to us the relationship that exists between our emotions and our behaviours, and the relevance this can have to design. It also allows us to analyse objects in a way that can give us a better understanding of why they are successful and popular with their owners.

He begins by contrasting the idea of an item that works perfectly, but is ugly, with that of something that is beautiful but does not seem to work at all. As an example for the latter he explains how he purchased a special edition gold-plated Philippe Starck juicer, but does not make juice with it due to a warning label about citric acid tarnishing the plating. Instead, he places it at the entrance to his home for visitors to admire. Because of this we question whether or not the initial purpose of the juicer was in fact to make juice, or does it exist for the sole purpose of being admired (its designer has since confirmed the latter). Thus we come to the conclusion that a product can act upon us on several levels (physical, emotional…) and that it need not perform a physical task to be useful, because its intended use is to cause positive emotions.

From here Norman explains the three ways that we can analyse a product and its effect on us. The first is the VISCERAL level, which can be expressed in design by the use of colour, font, line, form and other characteristics that determine the way we perceive the object in question. It can also be thought of as the way we experience things and the ideas and emotions that we attach to them. An example that is given is a San Pellegrino water bottle. It could be said that people buy this item, not for the water that it contains, but for the bottle and its ability to evoke emotions. The next level we look at is the BEHAVIOURAL level, which is the way that these objects and experiences act upon us in a physical level. The feeling of driving a sports car, or standing underneath a shower are both good feelings and therefore are enjoyable to do because subconsciously our brain tells us that they are good. The way an something acts can also fall into this category, because if  it works in a new or interesting way then this behaviour that the object exhibits is something that we connect with on a positive level. The third and final level is the REFLECTIVE level, which is how we remember the object or experience, and what sort of emotions we are left to associate with it. If the experience has been a positive one, then our brain will remind us that we enjoyed it and want to use it again. Likewise if it was a negative experience then we will not feel motivated to take part in it a second time, or will be cautious if we do. It is also connected to the way we feel we should present ourselves to those around us, causing us to buy nice things or things that we feel will let people know more about us (or what we would like them to think about us).