three levels of design
Post on 21-Oct-2014
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DESCRIPTION
A summary of the book "Emotional Design" from Norman, chapter 2: design in practise: Three levels of designTRANSCRIPT
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THREE LEVELS OF DESIGN
visceral | behavioural | reflective
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THREE LEVELS of design
Play part in shaping one’s experience
Important
Require a different approach by the designer
visceral | behavioural | reflective
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VISCERAL DESIGN
visceral | behavioural | reflective
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QUOTE visceral design
“ Package designers and brand managers are looking beyond graphic elements or even the design as a whole to forge an emotional link between consumers and brands ”
The entire success of a product PACKAGE, not content
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BOTTLE OF WATER
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VISCERAL DESIGN what?
Is what nature does
Powerful emotional signals from the environment are automatically interpreted at this level
Culturally
Perception of “pretty”
Visceral design is all about emotional impact
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LOOKFEEL
SOUNDD
OM
INA
TIN
G FA
CT
OR
S
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DOMINATING FACTORS
Physical features
LOOK
FEEL
SOUND
These principles are wired in, consistent across people and cultures
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VISCERAL DESIGN where?
Advertising
Folk
Crafts
Children items
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VISCERAL DESIGN: how?
About initial reactions
Studied Putting people in front of a design Waiting for reactions
What is the reaction the visceral designer strives for?
I want it What does it do? How much does it cost?
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BEHAVIOURAL DESIGN
visceral | behavioural | reflective
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BEHAVIOURAL DESIGN
“Use and performance”
Four components
1. Function
2. Understandability
3. Usability
4. Physical feel
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FUNCTIONB
EH
AV
IOU
RA
L D
ES
IGN
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FUNCTION
Comes first
Product To fulfil needs
Tricky
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TRICKY
Question: what does a product do, what function does it perform? Answer: it has to fulfil needs
Difficult: why ? People’s needs are not as obvious as might be
thought
Importance for designers
Designers have to watch their customers
to understand how they will use a product
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PRODUCT DEVELOPMENT
Enhancement = making an existing product or service better Easiest: comes primarily by watching how people
use what exists today
Innovation = completely new way of doing something that
was not possible before Difficult to access: cannot be evaluated by asking
potential customers for their views
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CAR CUPHOLDERS
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UNDER-STANDINGB
EH
AV
IOU
RA
L D
ES
IGN ?
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UNDERSTANDING
The secret
= to establish a proper conceptual model Three mental images
1. Designer’s model
2. User’s model
3. System image
= conveyed by the product and written material (advertising and manuals)
The system image of the final design conveys the proper user model
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FEEDBACK
“Component of understanding”
To give continual feedback
Computer
Amazing: many products give inadequate feedback
To be effective? Enhance the conceptual model Indicating precisely
What is happening and what remains to be done?
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USABILITYB
EH
AV
IOU
RA
L D
ES
IGN
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USABILITY
Complex topic
“a product that does what is required and is understandable, may still not be usable”
E.g. guitars, violins, piano
Usage = the critical test of a product: How well does the product perform? How comfortable does it feel to use?
Challenge = UNIVERSAL DESIGN
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PHYSICAL FEEL
BE
HA
VIO
UR
AL
DE
SIG
N
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PHYSICAL FEEL matters
Designers worry a lot about the physical feel of their products
Make huge difference in our appreciations
They are critical to our behavioural assessment of a product
Physical feel matters: why? We are biological creatures: interaction between
our sensory systems and the environment
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+ BEHAVIOURAL DESIGN +
Human-centered
Understanding and satisfying the needs Observation
Visceral and behavioural reactions are subconscious Make us unaware of our true reactions and their
causes
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REFLECTIVE DESIGN
visceral | behavioural | reflective
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REFLECTIVE DESIGN what?
Message, culture, meaning of a product
The image we present to others
The essence of reflective design: it’s all in the mind of the beholder
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QUESTION function vs fashion
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ATTRACTIVENESS <> BEAUTY
Attractiveness Visceral level
The response is entirely to the surface look of an object
Beauty Reflective level
It is influenced by knowledge, learning and culture
Advertising
can work at either the visceral or the reflective level
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REFLECTIVE LEVEL product
Shows person’s overall impression
Customer relationships play a major role A good relationship reverse a negative
experience
Is about long-term customer experience Service Providing a personal touch Warm interaction
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THE DEVIOUS SIDE OF DESIGN
visceral | behavioural | reflective
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HUMAN-CENTERED DESIGN
Test product with potential users
Meaning for the salespersons = reverse = an opportunity to present themselves as
rescuers
The solution through confusion is a pure play on emotions
For fashion: emotions are key
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SALES STRATEGY supermarkets
Put the most frequently desired items at the rear of the store
Why? Forcing buyers to pass by isles of tempting
impulse purchases
Regular rearrange the store To visit the whole store Difficult to buy the most desired items
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DESIGN BY COMMITTEE
VERSUS BY AN INDIVIDUAL
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REFLECTIVE THOUGHTS
Websites and products no guarantee for success
Conflict between the preferences of the popular audience the intellectual and artistic community
The best designs come from following a cohesive theme throughout, with a clear vision and focus
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CONCLUSION
A human-centered approach works well for behavioural design, but it is not necessarily appropriate for either the
visceral or the reflective side
Conclusion If you want a successful product, test and revise If you want a product that can change the world:
let it be driven by someone with a clear vision
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