Emotional Design

1. In thiss chapter, Norman explores the three basic levels of design.  Visceral design focuses primarily on the aesthetics of a product, appealing physically to a user.  Many consumers viscerally prejudge a product, and are even willing to purchase it based on looks rather than function.  Second, designers focus on usability, putting emphasis on function over form.  The only concern of this type of design is that it is simple to operate and logical. Simplicity is key.  The third facet of design is reflective design.  Reflective design is meant to be memorable, and to evoke emotion.  It is about the message a product sends, whether that be about culture, status, it's use, or personal meaning. Reflective value is more significant than behavioral design in a product's case.  If a product is rare or scare, it also has a high reflective value. Design by an individual is also addressed as having more payoff in the end if there is success.  Committee design is a safe route to take, but does not generally end in a revolutionary, world changing product.

2. This chapter relates to the earlier writing, because it shows how the fundamentals of design play a role.  Visability is a key component of visceral design, because it relies almost entirely on how aesthetically pleasing a product is.  Usability factors into behavioral design, because behavioral design centers on the ease of which a product is operated.  Reflective design involves visabiltiy and conceptual models as well, because in order for something to evoke emotion or status, or represent culture, it must be aesthetically and viscerally pleasing, as well as have a specific memory or significance attached to its use.

3. In my experience, something that has succeeded at visceral, behavioral, and reflective design is the iPod.  It's simple, sleek design can be described as pretty, and it is visually pleasing.  Behaviorally, the iPod is simple to use.  There are only four (five if you include the hold button) buttons on the entire device, which is all that is necessary to operate the digital music player.  The iPod can do almost anything, including playing videos, numerous downloadable applications, accessing the internet, and of course playing music.  It operates almost flawlessly, and fills the role of everything it promises.  iPods also hold a specific status, making it a reflective design success.  They are easily identifiable, and have managed to undeniably boost and revolutionize the music industry.