Don Norman makes a very good point. All of what he says is very true in my eyes. ‘Pleasant things work better’. Objects that are fun, beautiful and functional have a greater positive impact on the user. We become emotionally linked to the object as a result of its’ balanced beauty. Norman states that he has Philippe Starck’s ‘juicer’ on display at the front of his house, for the purpose of being an ornament, not to be used as a juicer, because it’s that beautiful – he regards it more as a piece of art rather than a kitchen utensil.
Norman continues to explain that when you’re happy, you’re more relaxed, less anxious, open to all things and calm than if you’re unhappy, you’re more closed to people and experiences. This applies to the design of objects too. It’s all about the visceral experience, the way we react to the object or the visual experience e.g. designer water bottles are purchased just for the design of the bottle and not for the water inside.
Then there’s the middle level of processing – the behavioural level. It’s all subconscious which we are completely unaware of. We unwearyingly make judgement on something; it’s a feeling of control or understanding. Our emotions are about communicating.Lastly, reflective level of processing is about consideration, which we have no control of. It just happens like a little voice in our head telling us if something is bad or good. Design is considered and determined by these levels.
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