Don Norman talks about a product is not just about being functional, and how beauty and fun can bring up value of a product. He has a juicer that he displays at the front. The gold plate that comes with the juicer can’t be used to make juice because the acid from a fruit will ruin the plate. Even though the juicer doesn’t function, people still buy this because it is beautiful and give people a story to talks about. He defines 3 levels of process that connects with emotion.
People’s emotion has a great effect on purchasing. Not many people just buy a product that only serves its function, but people care about how they look. Visceral is the first stage which connects with its appearance.
Second stage is ‘Behavioural’. Behavioural design is feeling in control and having an understanding of a product. When we use sharp Global knife, we feel in control of cutting, when we take a shower, control the water.
The third level is ‘Reflective’. It is a ‘little voice’ that say what is good and bad. People buy environment friendly car because they care about the environment, people buy expensive watch to upgrade their value.
This video was very interesting and useful for industrial design student. It teaches the values of design and how to communicate with emotion and costumers.
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