MEMORY CHALLENGE

EMOTIONAL DESIGN BY DONALD A.NORMAN

Based on my reading and understanding of emotional design by Donald A.Norman is about the main issue is that emotions have a crucial role in the human ability to understand the world, and how they learn new things. For example aesthetically pleasing objects appear to the user to be more effective, by virtue of their sensual appeal. This is due to the affinity the user feels for an object that appeals to him, due to the formation of an emotional connection with the object.

Norman's approach is based on classical ABC models of attitude.However, he changed the concept to be suitable for application in design. The three dimensions have new names visceral, behavioral and reflective level and partially new content. In the book, Norman shows that design of most objects are perceived on all three levels. Therefore a good design should address all three levels.

Donald Norman pondered a new finding in the study of affect and emotion. In his explanation, there have two separate types of emotions, namely positive and negative emotion. Norman says when we like the look of an object, we are more willing to overlook its design flaws as opposed to using something with no flaws and an ugly design. Some ugly things are loved dearly, while other beautiful things might afford no attachment at all. Beauty, as they say, is in the eyes of the beholder.As we know, human beings are complex and difficult to understand but human beings also have excellent brain for designing, creating or to think creative and innovative. Norman takes a step further from his earlier work to investigate a three level hierarchy to the way our brains process which is the visceral, behavioural and reflective. In his epilogue he states that everyone is a designer. Norman is suggesting that we model our environment to meet our individual needs and in that sense we make design decisions every day about colour and space and context.

The Attractive ones were perceived to be easier to use. Aesthetic preference is culturally dependent. Some cultures relies on tradition but some are action oriented and not its beauty. Emotion, change the human mind solves problem. Most thought of emotions a as a problem to be overcome by logical thinking. Emotion divides into two, positive and negative. Both of them is important. Emotion is very important for decision making. When people are relaxed and happy, their thought process expands, becoming more creative. On the side of negative emotion, when human get more anxious, it will increase their concentration.

Norman greatly expands his ideas about design here, breaking it down into visceral,behavioral, and reflective design. Behavioral design includes everything discussed in everyday things, visceral design is design that appeals to our most basic instincts, instincts that prefer things like primary colors, sweet tastes, round smooth objects, and smiling faces. Finally, reflective design is design that appeals to us because it's cool, or because it has a message, or it's clever, or it supports a cause we believe in, or it has prestige.

In Emotional Design  Norman updates his argument, addressing emotion as an equally important quality of meaningful and effective design. In fact, Norman now argues that the emotional side of design may be more critical to a product's success than its practical or cognitive elements. He outlines three different elements that come to play in all design with emotion and cognition interacting at each level its visceral ,an immediate reaction based on appearance.Next is behavioral ,a relationship based on pleasure or effectiveness with repeated interaction, and lastlyis reflective, the contemplative side based on interpretation or intellectualization. By analyzing such topics as souvenir significance, emotional branding, iterative product testing, customer service, anthropomorphism, and even robot ethics, Norman establishes that fun, seduction, and fulfillment should be seriously considered in user-oriented design to produce objects that are more than just possessions. The book is extremely accessible and would be useful to anyone interested in humanobject interaction, design thinking, product marketing, and even design ethics.

Three Level of Processing  is  Visceral, Behavioural and Reflective .Our brain is divided by three different level called Visceral, Behavioural, and Reflective Level. Each level plays a different role in the total functioning of people. Visceral level is the automatic, prewired layer. Behavioral level contains the brain process that control everyday behavior. Reflective level is the contemplative part of the brain. The levels are interacted to one another, for an example, reaction to falling its visceral, then using good tools effectively its behavioral. Norman's analysis of the design elements in products such as automobiles, watches and computers will pique the interest of many readers, not just those in the design or technology fields. He explores how music and sound both contribute negatively or positively to the design of electronic equipment, like the ring of a cell phone or beeps .Engineers wanted to signal that some operation had been done.

Overall an excellent book that will really make you think about design in some new ways, regardless of what kind of design you do.

1st assigment design aesthetic

In the letter i, my opinion is the truth submit a series letters and a results research The Philosopher to beauty and art. The Philosopher sensible importance and attraction to honour this project.The researches also talk about The Philosopher will be serving a subject which closely connected with a part better happiness and not far removed from nobility morals human nature.The Philosopher would be begging cause its beautiful before a heart which power felt and work out and which would take most difficult of his job an investigation where one forced plead cause often for feelings on principles.The Philosopher purely consult his inclinator he blame by people as a service.A freedom its a need to prescribing from one prohibition.A small used in a formal rules,its will close risk guilty against good sense by any usage unfair.The ideas from deep heart from reading or experience with world.In this research reminded any special school of philosophy.Need to serve as guide and teacher until his enlightened intelligence gives him maturity.Try to understanding begins by destroying the object of the inner sense before it can approve the object.The philospher finds synthesis only by analysis,or the sportaneous work of nature only through the torture of art.Moral experience can be applied with approvingly for beautiful manifestation.It is attract mystery and erased with verge of extination merger of its factors.

In the letter ii, about  the philosopher  make a investigate about establishment and structure of a true political freedom. The philosopher felt that its not unseasonable to go in search of a code for the aesthetic world, even there so much higher matter in the moral world. Art is freedom. Moral principles is of necessity.  In the paragraph iv, "The eyes of the philosopher as well as of the man of the world are anxiously turned to the theatre of political events, where it is presumed the great destiny of man is to be played out." In my opinion for this question is the welfare of society also included in this design aesthetic issues because If they not shareabout general interest its assume indiffferance.  Man must to be pretend himself and every man must think about himself. and every man who is capable of placing himself in a central position, and raising his individuality into that of his species, can look upon himself as in possession of this judicial faculty of reason. Being moreover, as man and member of the human family, a party in the case under trial and involved more or less in its decisions.

In the letter iii, Philosopher felt that independent intelligence behaviour should have in every human itself and not to be treated by natur. Followed the anticipated steps of nature, try to convert the necessity work into one solution and expand physical necessity into a moral law. As a human, cannot possibly rest satisfied with a political condition forced. For those who are blind law, they are influenced by powerful impulse in the passion of love. In the blind powers possesses there are no authority, all must be made to adapt itself to the highest end which reason has set up in his personality before can reach the freedom. Now the term natural condition can be applied to every political body which owes its establishment originally to forces and not to laws, and such a state contradicts the moral nature of man, because lawfulness can alone have authority over this.

In letter iv, the condition of the human will always remains contigent and that only being physical coexist with moral necessity. The moral conduct of man as on natural results must become nature and must be led by natural impulse.Two ways present themselves to the thought, in which the man of time can agree with the man of idea, and there are also two ways in which the state can maintain itself in individuals.The pure ideal man subdues the empirical man, and the state suppresses the individual. Consequently education will always appear deficient when the moral feeling can only be maintained with the sacrifice of what is natural.For the nature on which he works does not deserve any respect in itself, and he does not value the whole for its parts, but the parts on account of the whole.The internal man is one with himself able to rescue his peculiarity, even in the greatest generalisation of his conduct.The cultivated man makes of nature his friend, and honours its friendship, while only bridling its caprice. Nature strives to maintain her manifold character in the moral structure of society,this must not create any breach in moral unity.

In the letter v, what I understand is a man demanding rights because that is the authority in freedom of expression. A man necessary awoke from sleep or in his other said must rise from drawbacks and claim rights remain him again. Philosopher turned its attention to something more visible, and also states the power. Although still owned power no longer receive the honor. People need to wake up from weakness and demanded back his eternal rights. Rights taken away by force and the real is real freedom tyranny. Philosopher union also said the two men and the decline can be seen in same . Without  period of civil law to be broken to pieces, and urged people met instinctively .Philosopher make the words that what is more glorious is the more rebellious the top ruin .Group  proud of wealth and upper class people conscious ego cause suffering.