Don Norman discusses beauty, emotions,and fun; how these things affect design or how design can create these experiences for individuals.
Beauty, function, and user experience being the key components to design. The aesthetic of a product, it's functionality/ease in use, and the individual's reflection of their experience with the product being positive is important.
Though, in some instances the functionality of a particular product could be improved- the aesthetic and the emotional affect it has on the user can compensate for the lack of function and the user can still experience enjoyment of the product. An example of this in Norman's talk is the Mini Cooper- user reviews said that some qualities of the car were poor, to buy it any way because it was such a fun car to drive. It had enough neat features that the experience was still positive and over all that is what is important- the experience that the user walks away with.
Norman examines the conscience mind and how it is affected by simple and clever design features.
He discusses the thinking process. The balance between happiness and fear/anxiety and their roles in the thought process. Brainstorming and out of the box thinking is where new ideas come from, but a deadline must be applied or the brainstorming process could go on and on. The deadline causes focus to come to an idea and stick to it.
Norman also introduces three levels of processing:
Visceral- subconscious emotional reaction, the interpretation and emotional reaction to the aesthetic experience.
Behavioral- subconscious automatic behavior/involuntary physical experience- the feeling of being in control, and the interpretation of behaviors and their indicators of emotions
Reflective- part of brain that has no control over what you do- constantly reviews the input to the brain from Visceral and Behavior processing
The different processes are sometimes pitted against another in forming opinions or decision making with user choices.
The main thing that humans strive for in life is to be happy. Products and the user experience with those items are designed with that in mind. How something can be improved upon to make a better or more positive experience so that individuals will find happiness through either Visceral or Behavioral Processing.
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