Presently, People start to put more attention on the beauty of a product. After saw the video"Donald Norman emotional design", i am much sure about this concept. As he said"People used to say, you know, Norman's OK, but if you followed what he said, everything would be usable but it would be ugly." people's needs are changing through the time, buying something is an attempt to buy at least some level of happiness. Therefore, people intent to buy some pretty products perhaps useless,rather than a ugly useful thing.For instance form the video, the Philippe Starck juicer which produced by Alessi. Donald Norman putted this in the entryway of his house, and does not use it to make juice. Beside, it comes with a paper which wrote "Don't use this juicer to make juice. The acid will ruin the gold-plating."Because it is wonderful design, and looks nice. So people buy it not look at their function, they are looking at the design of product. In addition, in our deep mind, we have strong passion to buy some thing which makes us feel fun with it. When we design some products we should think about this"What kind of products make our consumers feel fun to have it?" As Donald Norman talked about the three level of design. First of all, Donald Norman talked about"visceral". We likes some thing in bright colour, they are easy to catch our eyes. As a designer, I think we should think about "visceral" in our design process, such as use of colour, shape. The middle level of processing "Behavioral". In his opinion, visceral and behavioral are both subconscious.For the behavioral design is all about the feeling in control. An example of it which is occur in the video, the Kohler shower, a waterfall shower. The water will squirt you all around, make you feel comfortable inside of it, and you can stay for a long time to enjoy it. This recirculates the same dirty water, so it is not wasting water. The third level is reflective which is no control of your mind, muscles. However, when you buy some thing, you can hear some little voice saying :" I want it, I want it." Norman's three level of design are all emphasize the emotional design, love beauty is his new life.
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