Microblogs #5 - Emotional Design

References:
Title: Emotional Design
Author: Donald A. Norman
Venue: Jo Ann Miller, New York, 2004.


Chapter #1:
Summary:
In this chapter, Norman introduces the concepts of emotion and how it affects the perceptions of our designs. He then talks about the levels of processing in the brain and how they interact in our daily lives.

Discussion:
I found this chapter interesting because I never thought of dividing up the processes of the mind before, but now that he describes them, they seem quite natural. I also liked the concepts of what cause positive and negative "affect." Keeping these in mind during the design process would be a good idea.


Chapter #2:
Summary:
In this chapter, Norman goes deeper into the details of the three emotional processes in the brain and how to design for each. He then goes onto an extended trip through the reflective process and describes how products and brands manipulate this process to make money.

Discussion:
I thought this chapter was quite interesting because I never thought about how much work companies put into leaving behind good memories for the user. I had heard of companies spinning off divisions to make a new name before, but to hear some of the reasons why it was successful was also intriguing.


Chapter #3:
Summary:
In this chapter, Norman describes the different basic concepts of each of the three types of design in detail. He then mentions the interplay between each of these designs in many different stores, and closes by talking about group design versus individual.

Discussion:
This chapter was most interesting at the very end, where Norman talks about the psychology behind the layout of stores. I never before realized that stores purposely put items in the back so that you have to walk through the entire store in the hopes that you'll buy something else. The section talking about individual versus group centered design was also very interesting for people like me who want to go into video games, because that's a situation that video game designers find themselves in.