Donald A. Norman: Emotional Design

  Donald A.Norman

 Emotional Design: Why we love (hate) the design

                                   Everyday things ?

           In this book ,I have read that the attractive things work much better than unattractive things. In Chapter 1,its talked about the researches that have been made by Noam Tractinsky, an Israelis scientist who redid the experiment of ATM layouts that had been make before by the two Japanesse researches named Maasaki kurosu and Kaori Kashimura. From the result he had got, he finally state that “ Japanesse culture is known for its aesthetics tradition while Israelis don’t ever care about the beauty. Instead of that ,in early 1900s,Herbert Read who had wrote the books on art and aesthetics stated that “ it requires a somewhat mystical theory of aesthetic to find any necessary connection between beauty and function “ in pages 18. Donald A. Norman also state that emotion played critical role in human daily aesthetic life. Which by emotion that human have naturaly  in ourselves, change the way of human mind solves problem cause emotional was part of human psychology. Thus, most of research focused onto negative emotions such as stress, fear, anger and so on. Even from the emotions,its also helped in situation whether good, bad, safe and dangerous. Hence the negative emotions were important in human life,the positive emotions also as important as the negative one whereare positive emotions are critical to learning,curiosity,creative thought  and others that would help to overcome of negative emotions.This had been state in the book about the psychologist named Alice Isen and her  colleagues that shown been happy is thought to processes and facilitates creative thinking.In order to make someone happy is not difficult cause people will easily be happy once they watch a comedy film or receive a small bag of candy like what Isen had stated.Beside that,Isen also shown that people’s thought processes expand,becoming more creative and more imaginative  when they are happy and relaxed.Thus,that why Donald A. Norman state that “These and related findings suggest the role of aesthetics in product design:attractive things make people feel good,which in turn makes them think more creatively.”A useful product is a product that not only good in work functioning but also in the value of aesthetics.

        In chapter 1,Donald was stated how unique human being is.That what make human so special than the animals.Which we as a human being have a creative thought,a skilled in becoming a musicians and can be state have a powerful brain mechanisms.Hence,based on the the book,human had three different levels of the brain which is the visceral level, behavioural level and reflective level. The example that being shown is the piano player which can played while in conversation and also have to listen to themselves play and from that the reflective level was lost but the behavioural level did fine.Designer of a product must thinking “out of the box.” And also the design that had been make a of positive thinking than the negative one.Another example  is the design of exit door.Exit door being design for the people to go out or in to inter some place in building for example the theater .Cause if there any accident or unwanted situation happen then exit door are there open widely for them to escape and safe themselves and because of that it had its own functioning design which that also involves the principles of design aesthetics.Even in any new creation in human life to make them life easily with the new facilities and technology that had being created.All of that involved positive and the negative emotions in created emotional products.

             In Chapter 2,”The multiple faces of emotion and design, here its state every design things have its own purposed and emotions.Differents with differents objectives and its level emotions.For examples are theme park are designed for people to have fun with the games that had being created and also the haunted houses designed in purposed to scare the people.But instead of that its doesn’t created to hurt the people.Thats why the design requirements for each of level are differ widely.However,its still involved the visceral.In this Chapter also state the experience of Donald A. Norman and his colleagues friend about the tools that they had used when in colleagues.The more they reflect their past then then more the remember the actual negative experiences and this lies to the conflict with the initial visceral reaction.What I can understand here is the design of somethings can also influenced our emotions and after the experiences passed by but whenever we remind its against we will remember every of the memory. In addition,no matter what or how the products or things being make but there will no single one  that can satisfy everyone heart.Eventhough there a products that being marketed to everyone across the world,but its doesn’t promised the successful unless their  appeal to different alternatives or manage to reposition their appeal to different people all around the world through the adroit by using the marketing and advertising.Hence,as the example is Coca-cola and Pepsi-cola which company that  have manage worldwide success.Beside that,stated in the book also,” the only way to satisfy a wide variety of needs and preferences is to have a wide variety of products.Many products categories specialize,each catering to a different audience.” In page 41,paragraph 2.There a lot of different product that have being designed. Most of the products such as furnitures,home applies and others are manufactured and distrusted differently across the world with wide variety.Most of the products are been designed to give comfortable but yet not all of the product are really needs in our life cause same of its are just our desired or want to have. The terms need and want is two different things and is a traditional way of describing the differences between a things which need is that truly necessary for daily activities while wants is some desires to have something. And this included the behavioural in human level .

       In Chapter 3,here its state the three levels of design which are visceral,behavioural and reflective. The responses of human to the everyday things of the world are complex and by wide variety of factors. The visceral design is what nature does.Cause its involved the emotional signals from the environment that automatically interpreted in the visceral levels. The beauty of surroundings make us feel claimed.Even if we can see the animals such as birds that had attractive colour of feathers not only can attracted its mate but alsol its prey and even our eyes.

              Meanwhile,the behavioural design is about use.Whereas its appearance,rationale doesn’t matter but yets its performance does need.Cause that is the aspect of design that practitioners in usability community focus too.This principles of good behavioural design are well known.In most of the behavioural design cames with function first and then foremost which state what the product does do and how can its functioning?If its have no interest then nobody gonna care how does its performes.In every design,the designer not only think how the product will performes but also the value of aesthetic that first can attracted customers to being attracted and learned to know how does the product will works.

              Hence in reflective design,its covers a lot of territory.Where its all about the message,culture and the meanings of a product or its use.Yet its still consists the two level of the design too.The meanings of the products to make is also mean the purposed the products being make and how will its work to satisfy the customers heart.

       So as the conclusion,we can concluded that there no products or designs that can satisfy anyone heart.But yet each of the products give a lots of advantages which its truly can help in human daily routine in order to make our life much easier and manageable.Thus,its all about the emotional and the aesthetics value in design a things .No matter how much the designs we hate and love its does exist in purposed to make our life much better.

My EXIA animation team

   

During animation team discussion,but yet we still can have same fun...<3<3<3

EXiA animation

My first animation discussion with my team..Hadi Farhan,Boboiboy n Abg Nazri....our team leddar already come out with idea n concept..soo,juzt wait our first animation...

EXiA animation

Aesthetic Design Assignment....

THE ANALYSIS OF “THE LETTER”:

J.C.FRIEDRICH VON SCHILLER (1759-1805):

LETTER UPON THE AESTHETIC EDUCATION OF MAN,1794 (Letter 1-Letter 5)

I have read a book with the title “Letters Upon The Aesthetic Education of Man,1794” wrote by J.C Friedrich Von Schiller (1759-1805).In his book,its about a letter thats talked about the value of aesthetic and moral principles that also influence in man characters.

In letter I,its said,the moral nobility is not far related to the human nature but sometime mankind,themselves prefer to refused the feelings of the beauty as to the principles which will not disown their origin which also be state; “ they would rather incur any reproach than that of a sectarian bias, and would prefer to succumb by their innate feebleness than sustain themselves by borrowed authority and foreign support”.And in this letter also he state the Kantian Principles.Eventhough his kant’s system is not been agreed by the other philosophers but yet he still confident in proving that the characteristic of a man are not far from their own imagination and the aesthetic of the world especially when a man gaint their maturity.

Then in letter II wrote that,when a mature man found their maturity,their mind will not about the aesthetic world but to the moral nobility that be offered.Thus,what will in their thought are only the establishment and the structure of a true political freedom.When man growth to the age that he are an adult,they forget what beauty of nature will be seen.As the man of the world are anxiously be turned to the political events where this in yheir thought will presumed the great destiny of man.Its become one of their life and moral principles.Also wrote in this letter that ;” 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”. With this duty and responsibilities in the political world and moral principles,the beauty and art of the world is not been seen anymore instead the political problem which guide them also to the political legislation.

Nevertheless,in letter III, that why in aesthetics world that hard to be understand just by read nor experienced, the feeling of love is existed in human life.After I read and analyze this letter about aesthetic,I found that when the man’s character are more to the political issues,then the role of “her” appeared.I was thinking what the role player that the character of “her” bring ?Maybe that why the letter state that; “ Man is not better treated by nature in his first start than her other works are; so long as he is unable to act for himself as an independent intelligence, she acts for him”.From this sentences,I start to understand that when the man busy with their maturity and political in moral law,they forget about the nature act. But yet there one of nature act that implanted in man spontaneously which is the “passion of love” .So,maybe that why the act of her is important to equirevalent the nature of man should have eventhough they are not satisfied in political condition which forced him in necessity.

When also man discovered their childhood,they also not remember it as a experienced either the nature act but he attributes his childhood to a something that can be an object,aim and not in a nature reality should be.Thats why in term natural condition,state condradicts the moral nature of man.Because in this letter also state the two categories of man which is the physical man and moral man problematical.And also in this situation,the role of her came again.Where she weighs the real physical man against the problematical moral man.Because the character of her,that help the man to get them own real character in the reality of nature.In understanding of aesthetic,the maturity that the man get in their manhood have robbed his own nature understanding in natural man act.Therefore,two considerations were been reconcile which is to prevent physical society from ceasing for a moment in time and the other one is the moral society that being formed in the idea.For example that wrote in the letter is; ” When the mechanic has to mend a watch, he lets the wheels run out, but the living watchworks of the state have to be repaired while they act, and a wheel has to be exchanged for another during its revolutions”.

However,there also same prop that can’t be find in man natural character that being selfish and violent,and directs his energies.Nor in his moral character,the physical character should be separated from moral freedom.Thus,in order to produce third character between the physical and the moral characteristic, the mere force to that law is by the way to a transition.

Furthermore,in order to create the third character of the man,the moral conduct must be natural and not being make by any law and also led by natural impulse like what had state in letter VI.Nevertheless,the will of man also freely between the inclination and duty and its was state the magisterial personality.Accordingly to the Schiller’s research,every individual man carries adaptation and destination,a purely ideal man which then bring an incessant changes.Also there are two way in maintain itself in individuals which state in the letter,the pure ideal man subdues the empirical man and the suppresses the individual.Just like the comparisive that had being make by Schiller about twofold man in his letter that ;” either as a savage, when his feelings rule over his principles; or as a barbarian, when his principles destroy his feelings. The savage despises art, and acknowledges nature as his despotic ruler; the barbarian laughs at nature, and dishonours it, but he often proceeds in a more contemptible way than the savage, to be the slave of his senses. The cultivated man makes of nature his friend, and honours its friendship, while only bridling its caprice”.

From this we can see that the different character of a man bringing different principles in their aesthetic life understand.

While in letter V,there a question that also being one of my critical thinking ; “Does the present age, do passing events, present this character?”. The question refer to a human character when they through their life and passed every of their ages,life experienced which is then change into their new characteristic when they leave their childhood.

On the other hand,man characters are changes from their childhood when they step into manhood which make them thinking all the aesthetics that should think in naturally to the critical thinking of political legislation and moral principles.At the same time,makes them forget the value and the view of the beauty in human life.I take one of the sentences that had state in Schiller letter,which is; ” The child of nature, when he breaks loose, becomes a madman; but the art scholar, when he breaks loose, becomes a debased character ”.This explained the beauty and art of nature in the value of aesthetic education and also the moral principles in human life.But yet still man afraid of their general destruction cause when they enter the manhood,the carry a very big responsibilities in their life that they should responsible and thinked maturely in their life.

As my conclusion in this letter,man had lost their aesthetic and the impressive in their life whenever they step in the manhood stage.The maturity that they are in manhood make them in the establishment and the world of political legislation.Accordingly,change their character in their nature action but man still got their spontaneously nature in the passion of love.

Aesthetic Design Assignment....

              THE ANALYSIS OF “THE LETTER”:

J.C.FRIEDRICH VON SCHILLER (1759-1805):

LETTER UPON THE AESTHETIC EDUCATION OF MAN,1794 (Letter 1-Letter 5)

     

           I have read a book with the title “Letters Upon The Aesthetic Education of Man,1794” wrote by J.C Friedrich Von Schiller (1759-1805).In his book,its about a letter thats talked about the value of aesthetic and moral principles that also influence in man characters.

        In letter I,its said,the moral nobility is not far related to the human nature but sometime mankind,themselves prefer to refused the feelings of the beauty as to the principles which will not disown their origin which also be state; “ they would rather incur any reproach than that of a sectarian bias, and would prefer to succumb by their innate feebleness than sustain themselves by borrowed authority and foreign support”.And in this letter also he state the Kantian Principles.Eventhough his kant’s system is not been agreed by the other philosophers but yet he still confident in proving that the characteristic of a man are not far from their own imagination and the aesthetic of the world especially when a man gaint their maturity.

       Then in letter II wrote that,when a mature man found their maturity,their mind will not about the aesthetic world but to the moral nobility that be offered.Thus,what will in their thought are only the establishment and the structure of a true political freedom.When man growth to the age that he are an adult,they forget what beauty of nature will be seen.As the man of the world are anxiously be turned to the political events where this in yheir thought will presumed the great destiny of man.Its become one of their life and moral principles.Also wrote in this letter that ;” 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”. With this duty and responsibilities in the political world and moral principles,the beauty and art of the world is not been seen anymore instead the political problem which guide them also to the political legislation.

          Nevertheless,in letter III, that why in aesthetics world  that hard to be understand just by read nor experienced, the feeling of love is existed in human life.After I read and analyze this letter about aesthetic,I found that when the man’s character are more to the political issues,then the role of “her” appeared.I was thinking what the role player that the character of “her” bring ?Maybe that why the letter state that; “ Man is not better treated by nature in his first start than her other works are; so long as he is unable to act for himself as an independent intelligence, she acts for him”.From this sentences,I start to understand that when the man busy with their maturity and political in moral law,they forget about the nature act. But yet there one of nature act that implanted in man spontaneously which is the “passion of love” .So,maybe that why the act of her is important to equirevalent  the nature of man should have eventhough they are not satisfied in political condition which forced him in necessity.

            When also man discovered their childhood,they also not remember it as a experienced either the nature act but he attributes his childhood to a something that can be an object,aim and not in a nature reality should be.Thats why in term natural condition,state condradicts the moral nature of man.Because in this letter also state the two categories of man which is the physical man and moral man problematical.And also in this situation,the role of her came again.Where she weighs the real physical man against the problematical moral man.Because the character of her,that help the man to get them own real character in the reality of nature.In understanding of aesthetic,the maturity that the man get in their manhood have robbed his own nature understanding in natural man act.Therefore,two considerations were been reconcile which is to prevent physical society from ceasing for a moment in time and the other one is the moral society that being formed in the idea.For example that wrote in the letter is; ” When the mechanic has to mend a watch, he lets the wheels run out, but the living watchworks of the state have to be repaired while they act, and a wheel has to be exchanged for another during its revolutions”.

          However,there also same prop that can’t be find in man natural character that being selfish and violent,and directs his energies.Nor in his moral character,the physical character should be separated from moral freedom.Thus,in order to produce third character  between the physical and the moral characteristic, the mere force to that law is by the way to a transition.

                  Furthermore,in order to create the third character of the man,the moral conduct must be natural and not being make by any law and also led by natural impulse like what had state in letter VI.Nevertheless,the will of man also freely between the inclination and duty and its was state the magisterial personality.Accordingly to the Schiller’s research,every individual man carries adaptation and destination,a purely ideal man which then bring an incessant changes.Also there are two way in maintain itself in individuals which state in the letter,the pure ideal man subdues the empirical man and the suppresses the individual.Just like the comparisive that had being make by Schiller about twofold man in his letter that ;” either as a savage, when his feelings rule over his principles; or as a barbarian, when his principles destroy his feelings. The savage despises art, and acknowledges nature as his despotic ruler; the barbarian laughs at nature, and dishonours it, but he often proceeds in a more contemptible way than the savage, to be the slave of his senses. The cultivated man makes of nature his friend, and honours its friendship, while only bridling its caprice”.

From this we can see that the different character of a man bringing different principles in their aesthetic life understand.

                While in letter V,there a question that also being one of my critical thinking ; “Does the present age, do passing events, present this character?”. The question refer to a human character when they through their life and passed every of their ages,life experienced which is then change into their new characteristic when they leave their childhood.

           On the other hand,man characters are changes from their childhood when they step into manhood which make them thinking all the aesthetics that should think in naturally to the critical thinking of political legislation and moral principles.At the same time,makes them forget the value and the view of the beauty in human life.I take one of the sentences that had state in Schiller letter,which is; ” The child of nature, when he breaks loose, becomes a madman; but the art scholar, when he breaks loose, becomes a debased character ”.This explained the beauty and art of nature in the value of aesthetic education and also the moral principles in human life.But yet still man afraid of their general destruction cause when they enter the manhood,the carry a very big responsibilities in their life that they should responsible and thinked maturely in their life.

           As my conclusion in this letter,man had lost their aesthetic and the impressive in their life whenever they step in the manhood stage.The maturity that they are in manhood make them in the establishment and the world of political legislation.Accordingly,change their  character in their nature action but man still got their spontaneously nature in the passion of love.