Video Reflections - Don Norman

Don Norman: Emotional Design

The cognitive relationship between design and emotion is a fascinating topic of discussion. It is a link that is not clearly recognised or observed, for the simple reason that different people experience different reactions to different designs. Don Norman explains in simple terms the links between emotion and design, that emotions impact and influence a designer’s work, and that the emotions within a designers work inherently determine the emotions of the consumers.

His focus is on the way that happy emotions produce happy designs, and therefore happy feelings within the consumer. Norman highlights three components that ultimately shape an individual like for design. They work primarily on a subconscious basis but nonetheless impact upon human like or dislike for design. These three components are visceral design, behavioural design and reflective design. Visceral design looks at aspects of colour, shape, fonts, etc, and there impacts on shaping an individual response. Behavioural design is about being in control of what is occurring, whilst reflective design is that little voice in your head that questions thought and emotion.

Norman suggests a key concept; emotion is about communicating, it is all about acting. This is a particularly valid point. The Juicer by Philippe Starck is a product that Norman has and demonstrates as a piece of emotional design. Whilst it is totally useless as a juicer, one for functional reasons and two for the fact that the gold plating could come off when in contact with any sort of acidic liquid, its theatrics and sheer beauty make the owner smile. This stationary objects acts, communicating a strong message to an observer, that design is about being interesting, pushing the boundaries but also creating a response within an individual. For this reason it is used as a centrepiece in a room.

Another point of interest was an experiment completed with university students and two pieces of string. The simple addition of giving lollies to the students made them happy, and made it possible for them to solve the problem that was given to them. It is these tiny and somewhat insignificant differences that ultimately challenge and create successful and enticing designs.

This is a highly constructive and interesting video to view. The idea that emotion has such a vast impact upon design is fascinating, and is something that should always be considered. The simple fact that the talk is presented in a happy and enticing nature makes it worth watching. The ultimate purpose of the video is to demonstrate that a lack of passion and emotion can still produce a design, but it is those individuals that exude emotion within their designs that evoke a response, and often create something special.