The speech of famous design critic Don Norman points out the importance of design element by his incisive point of view towards beauty, fun, pleasure and emotion. He mainly talks about the idea that a good design is mainly about it’s “first sight”-the appearance, the beauty of it but not actually the function. People tend to rank their buy list in order to beauty and authenticated products, rather than functional. In my own opinion as a consumer, using Mac products as an example, Mac products are so success with their streamline shape and neat design, in comparison to other brands with the same products, they focus much more on functioning than beauty, and that’s the reason why Mac gains the support from consumers. Don Norman states that giving design products emotion feeling is the goal to success.
He discusses three level of subconscious of processing ,they provide the emotional cues that a well-designed product must have in order to success.
Visceral level is the immediate level of processing, is an subconscious experience in which we feel before actually come across with the object. For example, when we want to buy a product, the emotion that we first come across is whether the product is good or bad, the negative and positive emotions, the appearance and beauty of it. It drive us through rapid decision to purchase it or not.
Behavioural level is the middle level of processing that lets us manipulate everyday behaviors, it is all about feeling in control ,which include functioning and understanding, as Norman stated that to constitute the majority of human activity. Which means to provide a pleasant environment and atmosphere can greatly effect our ability to perform certain task, positively and negatively. The increase in fun can bring us more happiness and enhance the working efficiency.
Reflective level is the least immediate level of processing, which provides us the conscious consideration of one’s own image and reflection on past experiences. At this stage, we simply just focus on the overall image that the product can provide us instead of neither good or bad the product is. Which gives us a satisfying feeling to own the products and neglect it’s productivity. For example, products with luxury brand and well-designed provide us the sense of proud and glamorous.
