Emotional Design [Chapter 3]

1. What do you feel were the author’s key points in this chapter?

Norman’s key points in this chapter were Visceral, Behavioral, and Reflective Design. Visceral design focuses on the aesthetic, the appearance of an item. It should not only catch the consumer’s eye, but also be pleasing and appealing. Behavioral Design is all about use and performance. If an item does not do what it is supposed to do, then nothing else matters. Reflective Design regards the message and meaning a product sends to its users.

2.  How does this chapter compare to the earlier writing (The Design of Everyday Things) by the same author?

This chapter of Emotional Design is both similar and different from Chapter 1 of The Design of Everyday Things. They are similar in that both chapters detail, in an extremely relatable and conversation way, the design of common objects. However, they differ because while Chapter 1 of The Design of Everyday Things described the poor design of many devices and how this affects the user, Chapter 3 of Emotional Design talked about three major types of design and how the designer takes them into account when designing something. In summary, The Design of Everyday Things was more from the consumer’s viewpoint, whereas Emotional Design was more from the designer’s viewpoint.

3.  Give examples, from your own experience, of 1) something that succeeds as Visceral Design, 2) something that succeeds as Behavioral Design, and 3) a Reflective Design success? What do you think makes each thing successful?

To me, something that succeeds as Visceral Design is the MacBook. On the outside, the MacBook is smooth and silver, with nothing but a simple, glowing Apple logo on the top. The screen is crisp and clear, and even the keyboard area is very attractive. Although I do not use a MacBook myself, I know many people who do, and many who chose it simply because it is incredibly aesthetically appealing. An example of successful Behavioral Design is a kitchen knife. It is not hard to figure out and is easy to use. A knife does what it needs to do with ease. Finally, an example of successful Reflective Design is UGG boots. I do not own a pair of UGG boots, but they are certainly a Reflective Design success because although there are many other types of boots on the market that cost far less, UGG boots are still incredibly popular among teenage girls and young women because they are not only warm and comfortable but inexplicably trendy.