Don Norman: Emotional Design

Don Norman calls for designers to embrace the concept of Emotional Design, a concept which concentrates on the consumers feelings and thoughts about a product. Norman claims "I don't know what it is, but I want it" a feeling most consumers have when purchasing these emotional designed products, as it is about the "beauty" of the product rather than its functional use. Norman explains the three stages of thinking in his presentation; visceral, behavioural and reflective.

Visceral experience is the immediate visual analysis of the product by the consumer before it is actually used. The first experience with a product is its visual appearance, this is a major factor contributing to a consumer wanting to buy the product; as it attracts them to learn more about it. Designers use bright colours, abstract and unusual shapes to attract and interest the consumer.

Behavioural experience is the subconscious feeling of control of the product, being able to use it confidently without much explanation. This is achieved through the functional ability of the product and its interactions with individuals. The behavioural experience depends on the individuals personal judment and skills, therefore the product needs adjusted to be suitable for different target markets.

The Reflective experience is the natural, emotional development of whether you like the product or not, its a subconscious analysis of all the features to bring you to a conclusion about the product. Norman believes its this emotional connection to the overal "beauty" of a product is becoming more and more prevailant in design, rather than past functional concerns.