Don Norman in his talk 'Emotional Design' discusses the implications that good design has on our emotional state and the physiological effects it has on our brains. The daily interaction people have with design makes it an important part of our daily life, which is how Norman interprets the success of the designs he discusses. Does the design allow it's users to feel a certain emotion when interacting with them? Does the design fulfill an edge and desire to discover something new? These are just some of the questions he brings up throughout his talk.
Norman describes the beauty of a design as allowing the user to experience something unique and fun. His new philosophy delves into the idea that each experience should be unique and enjoyable to each individual. What continues this pleasurable experience is the integration of the designs aesthetic features as well as the functional qualities that make the product enjoyable to use. This pleasure that comes from using these products gives us the understanding that things work better when they have that combination of aesthetics and functionality.
The four characteristics; behavioral, visceral, emotional and reflective that Norman referred to in his talk all play an important part in the understanding and the interaction a design has with its user. Behavioral refers to the subconscious, automatic actions taken by an individual in response to a design. This involves the user feeling in control of their interaction having a sense of understanding and respect. Normans example of a visceral response is the reuse of a water bottle as a vase. This highlights that it is not in fact the water that makes the bottle great, but the design taken to make the bottle inspiring to utilise as a case. The emotional response one has with a design is linked to the global response and overall criticism to a design. This is a influential factor/deciding factor to a design within the greater community. Finally the reflective response allows the user to contemplate the success and overall achievement the designer has had. It is a reassuring part of the human psyche that allows them to confidently assess the overall interpretation of the design.
Overall I believe this talk by Don Norman has shed some light on the interpretation of design within the community. He has shown the involvement of the human brain in the understanding of design and how people respond to its form and function.
