Video Reflection: Don Norman, Emotional Design

Throughout this video Don Norman discusses the responses which consumers have with products. Everyday consumers encounter many objects triggering different responses, which is why Norman describes the process of responses towards different objects and products. Norman describes the three levels which humans have in response to products, visceral, behavioural, and reflective. Visceral refers to the initial response which is mainly triggered by the aesthetic qualities. The behavioural response is linked to the functionality and usability qualities and lastly, reflective response is psychological, referring to the link between the product and consumer creating a personal image and identity. Together these three responses provide an emotional connection with the product and defines the ways in which products are used and enhances the experience of the product.

Don Norman believes that for a product to be affective, it must firstly be pleasurable to use and trigger the bodies sensors. While most products are functionable they are not aesthetically pleasing resulting in a lack of pleasure. In the twenty first century, functionality of a product is a given, however the experience involved with using many products often lacks pleasure. With this in mind, designers need to become aware of the response which consumers have with products and begin to design products which not only offer a function but a stimulating experience whcih engages the consumers emotions and creates a connectedness between the consumer and the product. Norman points out that if a product appeals to the consumers sensors than it has a great chance of success. A good example of this is Philippe Starck's Alessi Juicer. This design captures the consumers emotion and creates a pleasurable experience just through its aesthetic appeal. While the juicer is able to create this connection with the consumer, it is not designed to be used as a juicer, stating on the packaging, "do not use as a juicer". This shows how on a scale of usability and pleasure, functionality comes last.

The experience which comes through the use and connection of a product is a very powerful tool which creates a pleasurable experience through the use of addressing the three responses. Designers are able to influence the response which we have with products through the use of aesthetic appeal which then leads to further designs and further connectedness between products and consumers.