Emotional Design. Why We Love (or Hate) Everyday Things

Computer science professor Norman also advises design firms. He brings
his background in academics and business to bear on the emotional valence
surrounding objects of daily use, be they kitchen utensils, automobiles,
or a football coach's headset. Norman's analysis of people's emotional
reactions to material objects is a delightful process, replete with
surprises for readers who have rarely paused to consider why they like
or loathe their belongings. He breaks down emotional reactions into three
parts, labeled "visceral," "behavioral," and "reflective," asserting that
"a successful design has to excel at all levels." Norman's examples of
items ranging from bottles to hand tools fulfill this dictum, although he
feels that designers do not often take emotion into account when
formulating what an object should look like. With household robots on the
horizon, Norman implores designers to redeem their mistakes in designing
personal computers. His readers will take away insights galore about why
shoppers say, "I want that."

Download File Size:14.87 MB

---