Video Reflection 2: Emotional Design - Don Norman

Don Norman gives us an insight into the three carnal human reactions to design. He explains how we respond to designs on a subconscious level, drawing from feelings seeded in our biology, personal experiences and social acceptances.

This video was quite fascinating. His dissection of the three levels of design (visceral, behavioral & reflective) was interesting in that he makes it seem as we have no control over the experience we receive from a particular product. It draws great importance to the forethought the designer has impregnated into his/her design and imparts a great deal of responsibility, I believe, onto the designer.

The fact that a product does not have to be entirely practical to invoke happiness is another fascinating point. Phillipe Starck's juicer, for example, and the way Norman only uses it as an ornament is great testament to something having a greater emotional bearing on our subconscious than just simply being a tool.

Image sourced from:
http://www.sd.polyu.edu.hk/de2008/images/nite_images/don_norman.jpg

Video Link:
http://www.youtube.com/watch?v=RlQEoJaLQRA