Information Design Norman, 2004

Information Design

Norman, Donald. “Prologue” and “Attractive Things Work Better.” Emotional Design: Why We Love (or Hate) Everyday Things. New York: Basic Books, 2004. 3-33.

(The Three Teapots as I remember it)

Emotional Design: Why we love (or hate) everyday things

The emotional side of design may be more critical to a product success than its practical elements.

3 aspects of design

1. Visceral -appearances - Nana Teapot
2. Behavioral - pleasure and effectiveness - Tilting Teapot
3. Reflective - rationalization and intellectualization - French Masochist Teapot

An object isn't valuable until we deem it so. Your photos of a ski trip would mean nothing )or not as much) to someone else, but you find them valuable because of an emotional tie (i.e. it was the last time you saw your best friend). Objects possess the meaning they bring to our lives.

Emotion affect how we feel, behave, think.

Affective system= Judgement especially snap judgments or choices between two or more evenly rational things.

Cognitive= interprets and makes sense of the world.

He used a color computer screen to see what all the fuss was about and after determining that it had no rational value to the computing process, he still refused to return it.

People with brain damage to the "affective area" of their brain were tested and they were not able to make decisions between two rational choices that were of preference. "What color do you want?" "Rice or beans?" neither is actually better than the other so it is the affective system that makes the choice.

Ch 1 Attractive Things Work Better

When people are anxious they narrow their thought process. (Using websites for example.)

When coming to a difficulty they are more likely to try again rather than trying a new way.

When people are happy they are more likely to look for alternative solutions and are often more tolerant and dismissive of experienced difficulties during the process.

Emotions or the Affective system physically alters brain functions and controls muscles. (Gut feeling; fight or flight)

Three brain levels

• Visceral
• Lizard
• Only lives and hunts based on the needs it feels and things it sees.
• Behavioral
• Dog
• Can be trained to do certain things, but has no ability to reflect on those actions.
• Reflective
• Human
• Can rationalize and reflect on choices and inform others to do the same.

At times these can be at war with each other (i.e. roller coasters visceral fear of falling and reflexive pride of accomplishment).

We can guide affect by getting in a good mood when it is time for brainstorming in order to open our minds and think alternatively with small gifts, music, or scents. Conversely we can push ourselves into negative affect when we need to focus with bright lights, loud noises, and extreme hot or cold).