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Emotional Design (Design (Factors to Consider (Material, Manufacturing…

- - - - Cognitive Science
    - - aesthetically pleasing objects enable you to work better
  - - - affective system works independently of conscious thought
      - affect & emotion are crucial to everyday decision making
      - affective system provides critical assistance to your decision making... helping you make rapid selections between good & bad.
- - - - relaxation and happiness expands thought process and creative and imaginative thinking.
      - positive emotions are critical to learning/brainstorming
      - the tendency to repeat the same (failed) operation over again is especially likely for those anxious or tense.
      - happy people are more effective in finding alternative solutions & as a result are tolerant to minor difficulties
      - anxiety tends to narrow the thought process
    - - 3 LEVELS
        
        Behavioral: part that contains the brain processes that control everyday behavior
        
        Reflective: contemplative part of brain
        
        Visceral: automatic pre-wired layer
      - each level requires a different style of design
      - behavioral level is not conscious
      - most interesting is when one plays off another ex: rollercoaster visceral vs reflective
    - - "Bottom-up" : when activity is initiated from the lowest visceral levels
      - "Top-down" : when activity comes from the highest reflective level.
      - Impact on Design Process
        
        Sensory Information
        
        Positive Affect: Neurotransmitters broaden brain processing
        
        designers can get away with more if the product is fun and enjoyable.
        
        Positive affect arouses curiosity, engages creativity, and makes the brain into an eefective learning organism.
        
        someone who is relaxed, happy, in a pleasant mood, is more creative, more able to overlook & cope with minor problems with
        
        Negative Affect: neurotransmitters bias the brain to focus on the problem
        
        Things intended to be used under stressful situations require a lot more care and attention to detail
        
        When people are anxious, they are more focused, so designers must pay special attention to ensure that all the information required to do the task is continually at hand, readily visible, with clear and unambiguous feedback about the operations that the device is performing.
        
        Focus refers to the ability to concentrate upon a topic, without distraction, and then to go deeper and deeper into the topic until some resolution is reached. Focus also implies concentration on details.
        
        Too much anxiety --> Tunnel Vision
        
        Two Design Stages
        
        1st Stage: "Say yes"
        
        No criticism (raises anxiety)
        
        positive and relaxed warm up
        
        good brain-storming & unusual creative thinking require the relaxed state induced by positive affect
        
        2nd Stage: "Focus"
        
        deadlines
        
        considerable attention to detail
        
        pressure
        
        anxiety helps get work done
    - - Induces Positive Affect
        
        Warm, comfortably lit places
        
        temperate climate
        
        sweet tastes and smells
        
        bright highly saturated hues
        
        "soothing" sounds, simple melodies and rhythms
        
        harmonious music and sounds
        
        caresses
        
        smiling faces
        
        rhythmic beats
        
        "attractive" people
        
        symmetry
        
        rounded smooth objects
        
        "sensuous' feelings, sounds, shapes
      - Induces Negative Affect
        
        heights
        
        sudden unexpected loud sounds or bright lights
        
        "looming" objects
        
        extreme hot or cold
        
        darkness
        
        empty, flat terrain
        
        crowded, dense terrain
        
        crowds of people
        
        rotting/decaying
        
        bitter tastes
        
        sharp objects
        
        grating discordant sounds
        
        misshapen human bodies
        
        snakes and spiders
        
        bodily fluid
      - Sounds
        
        Feminine: Vowels --> Warm & Soft
        
        Masculine: "harsh" plosive sounds
      - Hierarchy of the body and brain
        
        Emotions: Short term behvioral changes
        
        Moods: Longer Lasting (Hours/Days)
        
        Traits: long lasting
        
        Personality: Collection of Traits
  - - - Visceral
        
        appearance
        
        touch
        
        feel
        
        about initial impact of product
      - Behavioral
        
        about use and experience with product
        
        facets
        
        function
        
        performance
        
        usability
        
        readability
      - Reflective
        
        where consciousness, and higher levels of feeling, emotions and cognition reside
        
        interpretation & reasoning come from the reflective level
        
        vulnerable to variability
        
        culture
        
        experience
        
        education
        
        reflective design
        
        remember the past & contemplate future (time)
        
        long term relationship
        
        feeling of satisfaction produced by owning, displaying, using
        
        persons self identity located within in reflective level.
    - - Visceral Design
        
        Appearance
      - Behavioral Design
        
        Pleasue and effectiveness of use
      - Reflective Design
        
        Self-image, personal satisfaction, memories
      - The only way to satisfy a wide variety of needs is to have a wide variety of products
        
        Sophisticated culture specific advertising
        
        Images and Psychological perceptions determine what people will buy
        
        Needs- determined by the task
        
        Wants- determined by culture, advertising, the way one views oneself.
        
        market segmentation
        
        appropriateness to setting
        
        Capitalize on Universal Interests
    - - kitsch
        
        cheap reproduction, popular, little artistic merit; sentimental rather than reasonable
      - We become attached to things if they have a significant personal association, if they bring to mind pleasant, comforting moments.
      - more significant: the attachment to places: the attachment isn't to the thing, it is to the relationship, to the meanings, and feelings the thing represents.
    - - Resides firmly in reflective level of brain
      - culturally specific
      - advertising: promote products through association
        
        show products with famous people
        
        name branding
    - - Personality reflects the many decisions about how a product looks, behaves and it positioned throughout its marketing and advertisements.
        
        Behavioral Interaction Style varies between intended audiences
        
        All aspects of design must support the intended personality structure
        
        Products, Companies and Brands have Personality
        
        must be consistent and the personality needs as much tending to as the product itself.
        
        must strive for balance among the three levels of design
        
        In the long run, simple style, with quality construction, and effective performance still wins.
      - What is liked today may not be liked tomorrow
- - - - We are exquisitely tuned to receive powerful emotional signals from the environment that get interpreted automatically at the visceral level.
        
        the principles underlying visceral design are wired in, consistent across people and cultures.
        
        if you design according to these rules, your design will always be attractive, even if somewhat simple.
        
        if you design for the sophisticated, for the reflective level, your design can become dated because this level is sensitive to cultural differences, trends in fashion, and continual fluctuation.
        
        At the visceral level, physical features--look, feel, and sound-- dominate.
      - "acquired taste"
        
        people had to learn to overcome their natural inclination to dislike them.