Summary:
In chapter 1, Norman discusses why attractive things are more efficient. Emotions help a person make decisions and when that person is happy, it increases thought processes and encourages creative thinking. He then goes on to explain how attractive design allows for a more enjoyable experience and helps people figure things out.
Norman also discusses the three levels of processing:
In chapter 2, Norman talks about different levels of viewing a design:
visceral design-> appearance
behavioral design-> the pleasure and effectiveness of use
reflective design-> self-image, personal satisfaction, memories
He then gives the example of video games and proposes remaking the video game to cater to wider audiences rather than young males. This would increase buyers. He proposes changes such as making the controllers look more feminine, easy to use, and with more useful content. He also thinks the video game could be used in a kitchen as a cooking aid, or in the living room as a reference manual, or for students as a source of simulation, experiments, and useful information.
He then talks about how objects evoke memories, like pictures or souvenirs, and then talks about the feelings of self. Feeling of self is culturally specific and hence difficult to consider in a design. He finally talks abou the personality of products, and the importance of corporations in giving customers a sense of involvement, importance.
In chapter 3, Norman discusses the three levels of design. As mentioned in the previous chapter, we can resume them as the following:
visceral design is about the initial impact of a product, about its appearance, touch and feel.
the behavioural level is about use, about experience with a product. As expected if a system is easy to use and effective, the outcome of this experience determines our positive attitude towards it.
reflective level: where consciousness and the highest levels of feeling, emotions and cognition reside. here is where the interaction between product and user is important and the most vulnerable to variability.
In chapter 1, Norman discusses why attractive things are more efficient. Emotions help a person make decisions and when that person is happy, it increases thought processes and encourages creative thinking. He then goes on to explain how attractive design allows for a more enjoyable experience and helps people figure things out.
Norman also discusses the three levels of processing:
- visceral (the automatic layer),
- behavioral (everyday behavior layer)
- reflective (contemplative layer).
In chapter 2, Norman talks about different levels of viewing a design:
- visceral design is about the initial impact of a product, about its appearance, touch and feel.
- the behavioural level is about use, about experience with a product. As expected if a system is easy to use and effective, the outcome of this experience determines our positive attitude towards it.
- reflective level: where consciousness and the highest levels of feeling, emotions and cognition reside. This is where the interaction between product and user is important and the most vulnerable to variability.
visceral design-> appearance
behavioral design-> the pleasure and effectiveness of use
reflective design-> self-image, personal satisfaction, memories
He then gives the example of video games and proposes remaking the video game to cater to wider audiences rather than young males. This would increase buyers. He proposes changes such as making the controllers look more feminine, easy to use, and with more useful content. He also thinks the video game could be used in a kitchen as a cooking aid, or in the living room as a reference manual, or for students as a source of simulation, experiments, and useful information.
He then talks about how objects evoke memories, like pictures or souvenirs, and then talks about the feelings of self. Feeling of self is culturally specific and hence difficult to consider in a design. He finally talks abou the personality of products, and the importance of corporations in giving customers a sense of involvement, importance.
In chapter 3, Norman discusses the three levels of design. As mentioned in the previous chapter, we can resume them as the following:
Norman also talks about the the process of design by committee and the process of design by the individual.
Discussion:
This was the second title by Donald Norman assigned as reading material for the class. Per instruction by Dr. Hammond, we stopped reading the book at chapter 3. The reason being that by that point we could figure the main points he was trying to convey. The rest of the book probably had more examples and illustrations of his concepts. Through an eagle eye, Norman does a good job explaining to us the challenges a designer faces with respect to emotion. He also does a great job walking us through some of the processes that go on when a person is faced with a product. The ideas presented are interesting, and once again, just like in Design of Everyday Things, Norman is effective in illustrating his claims.
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