emotion design by Donald A. Norman

In the book  written by Donald A. Norman, he introduce us with his point of view ‘Why We Love (Or Hate) Everyday Thing ‘. He is continuously remind the audience about how we could recognised and known-well  .Whereas The Design of Everyday Things discussed the pitfalls of badly designed products that are difficult to use and that can create frustration or – in worst scenarios – even accidents, in Emotional Design Donald Norman focuses on how we love (or hate) the things that surround us, as well as on the importance of emotion in design and product development.Norman wrote this book for the layman designer to provide him with a variety of views & perspectives of the emotional "dimensions" of products and media. In a nutshell the theory is that "attractive things work better because it is more pleasurable to engage with them." He introduces a number of methodologies to create a wider perspective upon the emotional sides of the world of designed artefacts.

There are three different levels of the brain .the automatic prewired layer called the visceral level the part that contains the brain processes that control everyday behavior known as the behavioural level and the contemplative part of the brain or the refelective level.At the highest evolutionary level of development the human brain can think about its own operations .This is the home of reflection of conscious thought of the learning of new concepts and generalizations about the world.The result is that everything you do has both a cognitive and an affective component cognitive to assign meaning affective to assign value.Possitive affect arouses curiosity engages creativity and makes the brain into an effective learning organism with positive affect ,you are more likely to see the forest than the trees to prefer the big picture and not to concentrate upon details .On the other hand when you are sad or anxious feeling negative affect you are more likely to see the trees before the forest the details before the big picture. Emotion reflect our personal experience associations and memories special objects turned out to be those with special memories or association, those that helped evoke a special feeling in their owner. Special item all evoked stories. We became attached to thinks if they have a significant personal association if they bring to mine pleasant and comforting moments. Photograph for example more than almost anything else, have a special emotional appeal which is personal and tell stories. Memories reflect our life experiences. They remind us of experiences and accomplishment. Meanwhile, the concept of self appears to be a fundamental human attribute. It is difficult to imagine how it could be otherwise, given what we know of the mechanisms of mine and the roles that consciousness and emotion play the concept is deeply rooted in the reflective level of the brain and highly dependent upon cultural norms.It is therefore,difficult to deal with in design.In fact,on the whole,people behave very similarity,given the same situation.It is culture that present us eith different situation.Self-image is reflected by the products we buy and our lifestyle as well as the image others have of you.

Beside that,a product can have a personality.The product also would look and behave differrently in the different setting appropriate to use and target audience.But like human personality,once established,all aspects of a design must support the intended personality,once established,all aspects of a design must support the intended personality structure.A simplified of thinking of product personality is that it reflects the many decisions about how a prduct looks,behaves,and is positioned troughout its marketing and advertisements.Thus all of three level of design play a role.The personalities of products,companies,and brands needs as much tending to as the product itself.It must strive balanced among the three level of design.The tasks dicates the design,make the design fit the task,and yhe product works more smoothly and is bound to be more effective across a wide range of users and uses.Brands are all about emotions.And emotions are all about judgement.Brands are signifiers of our emotional responses.

In the viscera design are wired in consistent across people and cultures.If you design according to these rules,your design will always be attractive level,even if you design can readily become dated because this level is sensitive to cultural differences trends in fashion and continual fluctuation.Behavioral design is all about use .Appearence doesn’t really matter rationale doesn’t matter .Performance does this is the aspect of design that pracitioners in the usability community focus upon.what matter here are four components of good behavioural design function ,understandability, usability and physical feel.The first step in good behavioral design is to understand just how people will use a product . There are two kinds of product development enhancement and innovation ,enhancement means to take some existing product or service and make it better,innovation provides a completely new way of doing something.of the two ehnacements are much easier.