Emotional Design: Why We Love (or Hate) Everyday Things by Donald A. Norman (PDF)

Description

Why attractive things work better and other crucial insights into human-centered designEmotions are inseparable from how we humans think, choose, and act. In Emotional Design, cognitive scientist Don Norman shows how the principles of human psychology apply to the invention and design of new technologies and products. In The Design of Everyday Things, Norman made the definitive case for human-centered design, showing that good design demanded that the user’s must take precedence over a designer’s aesthetic if anything, from light switches to airplanes, was going to work as the user needed. In this book, he takes his thinking several steps farther, showing that successful design must incorporate not just what users need, but must address our minds by attending to our visceral reactions, to our behavioral choices, and to the stories we want the things in our lives to tell others about ourselves. Good human-centered design isn’t just about making effective tools that are straightforward to use; it’s about making affective tools that mesh well with our emotions and help us express our identities and support our social lives. From roller coasters to robots, sports cars to smart phones, attractive things work better. Whether designer or consumer, user or inventor, this book is the definitive guide to making Norman’s insights work for you.

User’s Reviews

Reviews from Amazon users which were colected at the time this book was published on the website:

⭐I love Don Norman. He is great at taking high level concepts and bringing them down so even someone without design experience can enjoy and learn from them. He has a slide in his house… must I say more?

⭐I’ve been thumbing through this book for the last month, and I have to say that I love it.I’ve admired Donald Norman, one of the greatest living cognitive scientists, from afar for over 20 years. He was seemingly afforded “guru” status when he visited the University of Colorado’s Institute of Cognitive Science in the mid `80s – an esteemed, accessible and entertaining cognitive/computer scientist (and also a cantankerous one) who had pioneered the human factors movement. His entertaining and friendly style was informed by creative, deep, empirical, theoretical work in cognitive science. I came to trust his insights whenever I dabbled in “usability” and “human factors” issues. (Trust me–there are plenty of people who think they understand these things, but Norman is the real deal who delivers the necessary stuff… Check out his masterpiece, “The Design of Everyday Things.”). By the time I arrived at UCSD in the late 90s, he had already left our university for Apple Computer, but he seems to have left an indelible, positive stamp on the place. His photo hangs outside of our Francis Crick Conference Room as one of the great scientists who worked here.The current book shows that “attractive things work better” (which is the title of one of Norman’s classic essays). Norman dabbles in cognitive, emotional, behavioral and neural science as he makes his key points, showing that “works better” is a multifaceted psychological, emotional, and neural concept. The thesis is much like the ones that permeate clinical psychology in the form of Cognitive-Behavioral therapies (e.g., Beck & Ellis). However, the ideas contained herein inform product design, product choice, and product ownership.The chapter on “three levels of behavioral design: visceral, behavioral, and reflective” is at the heart of this book (as described by other reviewers), and the one that sticks with me the most. If you are interested in a quick tour of “emotional design”, read that chapter and look at the striking yet simple pictures throughout the book. Read some of Norman’s amusing stories about objects that he owns… Then, if you are hooked, read the whole book.I recommend that readers check out some of Norman’s interviews and podcasts that coincide with the release of the book. On Norman’s website, there is a section titled interviews. Follow the link for NPR’s WHYY interview – it is great stuff. Or watch brief the video accompanying the Benjamin Franklin award in Computer and Cogntive Science. Or watch one of the podcasts. Any of these things will help to bring the key design concepts, and Norman’s insightful universe, to life. I use these things in the Cognitive Psychology courses that I teach, and I find that they get students talking, and excited, about the interface between congnition, emotion and design.Great book!

⭐As an experienced engineer, it’s my job to constantly design new products or enhance existing ones. I intuitively knew most of the things discussed in the book. However, book’s value is in the way material is structured and presented, so it can be used almost as a reference guide for designing anything from kitchenware to software applications.Here are my key takeaways: – There are two types of design approaches: enhancing an existing product, or innovating a totally new product. Predicting the next “killer app” is impossible, so product innovation by doing traditional analysis simply doesn’t work. Enhancing existing product works by carefully observing users behavior, and identifying pain points. Asking users about pain points is a common mistake. – Classification into visceral, behavioral, and reflective aspects. – Classification into designer, user, and system image models of a product. – Properties of product trust: reliance, confidence, and integrity. – Gamification, enticement, novelty, owner’s status, special experience. – Examples of good and bad products: door keys, batteries, juice squeezer, car dashboard, teapots, bottled waterThe book provoked me to contemplate purchases I’ve made in the past, and what prompted them: “want” or “need”. Did they survive the passage of time? Did they became reflective?I’m deducting one star because the book could be organized a little bit better, and be more concise. Few concepts are repeated several times across the text almost verbatim. Especially discussion of visceral, behavioral, and reflective.

⭐Kind of picking at Donald A. Norman double standards between his books, his newer titles seem to have a more open outlook. He has some good ideas and insights, but I do not think this is the whole picture of design. I would recommend reading more stuff fromHerbert A. Simon”An interesting exception to these problems comes when designers or engineers are building something for themselves that they will frequently use in their own everyday lives. Such products tend to excel. As a result, the best products today, from a behavioral point of view, are often those that come from the athletic, sports, and craft industries, because these products do get designed, purchased, and used by people who put behavior above everything else. Go to a good hardware store and examine the hand tools used by gardeners, woodworkers, and machinists. These tools, developed over centuries of use, are carefully designed to feel good, to be balanced, to give precise feedback, and to perform well. Go to a good outfitter’s shop and look at a mountain climber’s tools or at the tents and backpacks used by serious hikers and campers. Or go to a professional chef’s supply house and examine what real chefs buy and use in their kitchens.”Norman, Don (2007-03-20). Emotional Design: Why We Love (or Hate) Everyday Things (p. 82). Basic Books. Kindle Edition.”Engineers and other logical people tend to dismiss the visceralresponse as irrelevant. Engineers are proud of the inherent quality of their work and dismayed when inferior products sell better “just because they look better.” But all of us make these kinds of judgments, even those very logical engineers. That’s why they love some of their tools and dislike others. Visceral responses matter.”

⭐Solo la portada un poco doblada o con marcas y pliegues.

⭐Not found.

⭐Started off well with practical theory behind emotional attachments to modern day products and services. But it finished up as a prediction of what robots will be like based on science fiction. The second half of the book is a lot less useful than the first part, and throughout a lot of points are made repeatedly with tout providing additional insight. One of those books that might have better served as a long form essay or article.

⭐what is it that makes consumers love or hate the products they use? this book goeas about answering this question while giving great examples. a definite classic on helping improve industrial design. don’t be put off by the level of physical design the author uses – this book can easily be transferred to other areas of business – a quality book…

⭐Classic book, with very interesting content. if you study design in any form this will help you.

⭐Norman is one of the world’s leaders of emotional design. This book is simple, the ultimate level of complexity, and it provides an excellent overview of what emotional design is and where emotions themselves originate. Every designer, web developer, or anyone who is simply interested in products themselves needs to read this book. You will love it.

⭐It was ok , pretty boring book though

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