emotional design
DESCRIPTION
TRANSCRIPT
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EMOTIONAL
PRODUCT
DESIGN
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Why the difference in liking ???
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It is no longer sufficient for a product to function properly, to
be usable and efficient or to have an aesthetic appeal
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A product
called
Telephone
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Initially….
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Just a means to communicate through
long distance
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A few years later…
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Then came the need for mobile
communication
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Today!!!
A phone means…
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Why do we
LOVE or HATE
things???
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EMOTIONS
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• In customer behaviour there is a degree of emotional response to objects
• Markets become flooded with products, consumers are overwhelmed with choice
• In an effort to maximise their market potential company’s have to satisfy the user’s inner emotions to provide an increased likelihood of product purchase
• Whiteley - “This is to decrease the wasteful nature of today’s ‘throw away’ society”
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Influence of emotions in product design
• Purchase
• Why people desire a certain product
• Use
• Why attractive things work better
• Attachment
• How personalization affects the product
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The X-factor : “I want it and I don’t know why”
• Desire of consequence : appraisal of motive compliance
• Desire of presence : appraisal of appealingness
• Desire of identity : appraisal of legitimacy
All these three desires exert the “buy now” or “X-factor” influence
Desmet – “The product resonates with what we want to be or become, want to experience or own, and want to achieve or obtain”
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Why attractive things work better???
As Norman states –
“When we are happy your thought process expand, becoming more creative, more imaginative. i.e. attractive thing make you feel good”
“Negative emotions kick in when there is a lack of understanding, when people feel frustrated and out of control – first uneasiness, then irritation, and, if the lack of control and understanding persists, even anger.”
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Personalization
As Desment states –
“Emotional attachment to products can encourage people not to discard a product”
Example – Apple offering free engravings on i-pods an i-phones
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People can respond in a variety of ways to the same design
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Design
for
EMOTION
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How do you establish and measure emotions ???
THEORIES
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Norman’s three levels of design
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Visceral design
Behavioral design
Reflective design
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Visceral design
• Visceral layer : pre-wired layer
• Concerns itself with appearance
• Customer says “I want it” before asking “how much it costs?” or “what does it do?”
• Visceral level is incapable of reasoning
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Behavioral design
• Behavioral layer : layer that controls everyday behavior
• Concerns with pleasure and effectiveness of use (functionality) of the product
• Deals with experience ( function, performance, usability ) with the product
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Reflective design
• Reflective layer : contemplative layer
• Concerns with the rationalization and intellectualization of the product , i.e. the self image and personal satisfaction the product provides
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The three levels of design are interwoven
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Visceral design Reflective design
Behavioral design
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Visceral design Reflective design
Behavioral design
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Visceral design Reflective design
Behavioral design
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Visceral design Reflective design
Behavioral design
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A product
called
Telephone
( http://www.youtube.com/watch?v=jhoII3VzHZ0 )
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Many other theories :
• Desmet’s model of product emotions
• Jordan’s pleasure model
• Forlizzi’s model
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• Desmet created a tool : PrEmo ( Product Emotional Measurement Instrument ) , specifically for measuring the emotions elicited for a product appearance
• Tool will be able to• Work in different cultures
• Not require extensive equipment or technical expertise
• Measure product appearance emotions
• Measure mixed emotions
Measuring emotions ( PrEmo )
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PrEmo comprises of 14 emotions : • 7 pleasant
• 7 unpleasant
Participants rate emotions felt in 3 point scale :
• I do not feel the emotion expressed (lower part of the scale)
• I somehow feel the emotion expressed (middle part of the scale)
• I do feel the emotion expressed (upper part of the scale)
Facial expressions, movements and sounds produced help focus and objectify emotions
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• To understand the concerns and focus of the user, designers must increase their user understanding; this methodology is known as user-centered design
• Steve Jobs – “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them”
• User-centered methodology and a product emotion toolset helps designer’s move towards an aspiration to add emotional value to a product
How can designers apply this knowledge?
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References
• The structure, influence and application of emotion in product design – Luke Woolfson
• The field of design and emotion: Concepts, arguments, tools, and Current issues - ErdemDemir
• Special Issue Editorial: Design & Emotion - Pieter M. A. Desmet and Paul Hekkert
• Emotional design : why we love or hate things? –Donald A. Norman
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Thank you !!!
P. VAZAHAT FATIMAM.Des (Electronic Systems)
IIITD&M, Kancheepuram, TN, INDIA