MEMORY CHALLENGE

EMOTIONAL DESIGN

Emotional Design is both the title of a book by Donald Norman and of the concept it represents. The main issue is that emotions have a crucial role in the human ability to understand the world, and how they learn new things.  For example, aesthetically pleasing objects appear to the user to be more effective, by virtue of their sensual appeal. The current book shows that "attractive things work better". Norman dabbles in cognitive, emotional, behavioral and neural science as he makes his key points, showing that "works better" is a multifaceted psychological, emotional, and neural concept. The thesis is much like the ones that permeate clinical psychology in the form of Cognitive-Behavioral therapies.   However, the ideas contained here in inform product design, product choice, and product ownership.  Why “The attractive things work better “ because yet in the early 1990s,two Japenese researches about the layout of control ATMs such as what the function,button,screen and finally the Japenese found that the attractive ones were perceive to be easier to use.

Donald A. Norman focuses this time on the aesthetics of objects and the impact it has on their usability. If you want people to use objects you design for them, you better make them look nice. Humans are emotional animals, our emotions and senses guide our lives. In Emotional Design, Donald A. Norman introduces the reader to the psychological underpinnings for this fundamental need, and finds that there are two other fundamental needs, too. These needs stem from the reflective, behavioral and visceral levels of cognition and affect. The visceral level is immediate and direct, reacting to the look, color or sound of a product and feeding in to the behavioral level. The behavioral level is concerned with how products function, and feeds in to and is affected by the reflective level. The reflective level is where we make value judgments, think about things, and where memory impacts our experiences.

In the first to three chapters of Emotional Design,Donald  A.Norman presents his three-level theory of cognitive processing and discusses its potential importance to design. Donald A. Norman’s three levels of cognitive processing are visceral is the most immediate level of processing, in which we react to visual and other sensory aspects of a product that we can perceive before significant interaction occurs. Visceral processing helps us make rapid decisions about what is good, bad, safe, or dangerous. The visceral level is immediate and direct, reacting to the look, color or sound of a product. 

In the chapter three, the visceral are related with the chapter two. What I am understand is the visceral design more to what the user feel because is about initial reaction and appearance works. That designing for visceral response is about designing beautiful things. Visceral design is actually about designing for affect that is, get the appropriate psychological or emotional response for a particular context rather than for aesthetics alone. Beauty and the feelings of transcendence and pleasure it evokes is really only a small part of the possible affective design palette.  However, in the world of consumer products and services, where many of us work, attractive user interfaces are often appropriate. This is reaction the visceral designer strives for, and it can work. Much of traditional market research involves this aspect of design.

In most behavioural design, function comes first and foremost.  The behavioral level is concerned with how products function and all about use.  Designing for the behavioral level means designing product behaviors that complement a user’s own behaviors,  implicit assumptions, and mental models. The three levels of design Norman contemplates, behavioral design is perhaps the most familiar to UX professionals, especially those working within the spheres of interaction design and usability. Behavioral processing, uniquely among his three levels, has direct influence upon and is influenced directly by both of the other two levels of processing. This would seem to imply that the day today behavioral aspects of interaction design should be the primary focus of our design efforts, with visceral and reflective considerations playing a supporting role. Getting behavioral design right assuming that we also pay adequate attention to the other levels provides our greatest opportunity for positively influencing the way users construct their experience with products.

Reflective level means the contemplative side based on interpretation and intellectualization. The Reflective level refers to the capability of quiet thought or contemplation. This level is influenced strongly by self-image, satisfaction, memory and the meaning of things. This level becomes more important as products mature. The least immediate level of processing, which involves conscious consideration and reflection on past experiences. Reflective processing can enhance or inhibit behavioral processing, but has no direct access to visceral reactions. This level of cognitive processing is accessible only via memory, not through direct interaction or perception. The most interesting aspect of reflective processing as it relates to design is that through reflection.  In reflective design, Donald A.Norman uses several high concept designs for commodity products as examples such as impractically configured teapots and the striking Phillipe Starck juicer that graces the cover of his book. It is easy to see how such products  value and purpose are, in essence, the aesthetic statements they make could appeal strongly to people’s reflective desire for uniqueness or cultural sophistication that perhaps may come from an artistic or stylish self-image.

The conclusion is overall I read this book based on my readings this is a very good book about the many levels of design and for the most part, a very good distillation of what is good and bad about product design of all kinds. It's subtly humorous and very detailed in its dissection of what makes up a user experience.

Design Aesthetic (1st Assignment)

In the letter i, my opinion is the truth submit a series letters and a results research The Philosopher to beauty and art. The Philosopher sensible importance and attraction to honour this project.The researches also talk about The Philosopher will be serving a subject which closely connected with a part better happiness and not far removed from nobility morals human nature.The Philosopher would be begging cause its beautiful before a heart which power felt and work out and which would take most difficult of his job an investigation where one forced plead cause often for feelings on principles.The Philosopher purely consult his inclinator he blame by people as a service.A freedom its a need to prescribing from one prohibition.A small used in a formal rules,its will close risk guilty against good sense by any usage unfair.The ideas from deep heart from reading or experience with world.In this research reminded any special school of philosophy.Need to serve as guide and teacher until his enlightened intelligence gives him maturity.Try to understanding begins by destroying the object of the inner sense before it can approve the object.The philospher finds synthesis only by analysis,or the sportaneous work of nature only through the torture of art.Moral experience can be applied with approvingly for beautiful manifestation.It is attract mystery and erased with verge of extination merger of its factors.

In the letter ii, about  the philosopher  make a investigate about establishment and structure of a true political freedom. The philosopher felt that its not unseasonable to go in search of a code for the aesthetic world, even there so much higher matter in the moral world. Art is freedom. Moral principles is of necessity.  In the paragraph iv, "The eyes of the philosopher as well as of the man of the world are anxiously turned to the theatre of political events, where it is presumed the great destiny of man is to be played out." In my opinion for this question is the welfare of society also included in this design aesthetic issues because If they not shareabout general interest its assume indiffferance.  Man must to be pretend himself and every man must think about himself. and every man who is capable of placing himself in a central position, and raising his individuality into that of his species, can look upon himself as in possession of this judicial faculty of reason. Being moreover, as man and member of the human family, a party in the case under trial and involved more or less in its decisions.

In the letter iii, Philosopher felt that independent intelligence behaviour should have in every human itself and not to be treated by natur. Followed the anticipated steps of nature, try to convert the necessity work into one solution and expand physical necessity into a moral law. As a human, cannot possibly rest satisfied with a political condition forced. For those who are blind law, they are influenced by powerful impulse in the passion of love. In the blind powers possesses there are no authority, all must be made to adapt itself to the highest end which reason has set up in his personality before can reach the freedom. Now the term natural condition can be applied to every political body which owes its establishment originally to forces and not to laws, and such a state contradicts the moral nature of man, because lawfulness can alone have authority over this. 

In letter iv, the condition of the human will always remains contigent and that only being physical coexist with moral necessity. The moral conduct of man as on natural results must become nature and must be led by natural impulse.Two ways present themselves to the thought, in which the man of time can agree with the man of idea, and there are also two ways in which the state can maintain itself in individuals.The pure ideal man subdues the empirical man, and the state suppresses the individual. Consequently education will always appear deficient when the moral feeling can only be maintained with the sacrifice of what is natural.For the nature on which he works does not deserve any respect in itself, and he does not value the whole for its parts, but the parts on account of the whole.The internal man is one with himself able to rescue his peculiarity, even in the greatest generalisation of his conduct.The cultivated man makes of nature his friend, and honours its friendship, while only bridling its caprice. Nature strives to maintain her manifold character in the moral structure of society,this must not create any breach in moral unity.

In the letter v, what I understand is a man demanding rights because that is the authority in freedom of expression. A man necessary awoke from sleep or in his other said must rise from drawbacks and claim rights remain him again. Philosopher turned its attention to something more visible, and also states the power. Although still owned power no longer receive the honor. People need to wake up from weakness and demanded back his eternal rights. Rights taken away by force and the real is real freedom tyranny. Philosopher union also said the two men and the decline can be seen in same . Without  period of civil law to be broken to pieces, and urged people met instinctively .Philosopher make the words that what is more glorious is the more rebellious the top ruin .Group  proud of wealth and upper class people conscious ego cause suffering.