Emotional Design

Making People Happy

What is design? It begins with ideas ideas based in

purpose. It requires a plan or a process. It yields innovation,
invention or creation. It is successful if it elicits response attention, desire, interaction or purchase.
-Joe Duffy

Don Norman:

3 ways good design makes you happy

People act on
Emotion.
Then back it up with reasoning (sometimes)

Spock - rational, considered, and logical

Kirk - intuitive, emotional, instinctive

3 Aspects of Emotional Design

Processing Levels

Sensory

Reflective

Motor

Behavioral
Visceral
Visceral level is fast: makes rapid judgments of what is good or bad sends signals to muscles
Behavioral level: human behavior. Actions can be enhanced or inhibited by the reflective level.
Reflective Level: Highest layer. Reflects upon and tries to bias the behavioral level.

Activity Time

How do we incorporate
emotional design?

Create a relationship
through the design process.
Develop emotion for what you are doing.

Draw out emotion by

standing out.
Design wins.

Match the aspirations of

your users.
Experience yourself as a user.

Make experience
delightful.
Be approachable.

Works Cited
Norman, Donald. Emotional Design: Why we love (or hate) everything things. Basic Books, 2005
Putorti, Jason Designing for Emotion Slideshare-Web, 02 Nov 2009
http://www.slideshare.net/novaurora/designing-for-emotion
Norman, Donald: 3 Ways Good Design Makes You Happy, TED, TED Talks, Feb 2003

http://www.ted.com/talks/don_norman_on_design_and_emotion?language=en#t-605142

Wax, Dustin. 7 Essential Guidelines for Functional Design, 05 Aug 2008

http://www.smashingmagazine.com/2008/08/05/7-essential-guidelines-for-functional-design/
Duffy, Joe. DEMYSTIFYING DESIGN: AN ARGUMENT FOR SIMPLICITY 12 OCT 2009

HTTP://WWW.FASTCOMPANY.COM/1401511/DEMYSTIFYING-DESIGN-ARGUMENT-SIMPLICITY