Donald Norman: Emotional Design

In Norman book Why We Love (or Hate) Everyday Things, he represent  that the emotional side of design may be more critical to a product success that its practical elements. His fundamental thesis is that attractive products work better. He contends that beautifully designed products  make people feel good, which in turn makes people open up and be more creative and mature enough to find solution to their  problems. Things to include the role emotion play in consumer purchases. According to Norman people making  decision  is dependent on two emotions or the mind of the conscious and subconscious.

Donald A. Norman focuses this time on the aesthetics of objects and the impact it has on their usability. If you want people to use objects you design for them, you better make them look nice. Humans are emotional animals, our emotions and senses guide our lives. In Emotional Design, Donald A. Norman introduces the reader to the psychological underpinnings for this fundamental need, and finds that there are two other fundamental needs, too. These needs stem from the reflective, behavioral and visceral levels of cognition and affect. The visceral level is immediate and direct, reacting to the look, color or sound of a product and feeding in to the behavioral level. The behavioral level is concerned with how products function, and feeds in to and is affected by the reflective level. The reflective level is where we make value judgments, think about things, and where memory impacts our experiences.

First chapter, the author mostly explains about the emotions that play an important role in our daily life. He also wrote about, why he said the first functional model in the design of everyday things disabilities, how the environment affect the positive and negative thinking and can help maintain alertness in focusing, and level of thinking. Emotional also help us to make a good decision. However, negative emotional impact on some people in the focus on the things that cause problems, and if this fails to provide the solution, they were getting more tension, more concerned, and increase their concentration to those details. This case is different with positive emotions that are important along with the negative emotions. Positive emotions sometime important such as in learning make a choice, and when to make the right decision towards an object.

Next, in the first part of chapter two, the author discusses about how the three levels of cognitive and emotional systems work together to help and provide to user or customer about usability and the usage of the whole product experience. Embarassment is an emotion that reflect one's sense of the appropriateness of behavior.Exploitative commercial objects are describes as kitsch,as are works that claim artistic value but are weak,cheap,or sentimental.Emotions reflects our personal experiences,associations,and memories.The design challenge is to keep the virtues while removing the barriers:make it easier to store,send,and share. 

 Then, in the third chapter, Norman goes into detail about the three levels of design. Those are, if you recall, visceral, behavioral, and reflective. That roughly correlates to initial reaction, functionality, and emotion. However the human response to the matter of  complex everyday world which is determined by various factors. Every level is as important as the other , but each requires a different approach by the designers.  

In conclusion, people and product are interdependent. If a product is useful and of interest. People will always try to get and have it. For example, the mobile phone is more and more sophisticated and is in touch with the times. All actions are controlled by three aspects: the visceral, behavioral and reflective.  

Letters Upon The Aesthetic Education of Man, 1794.

     According to the letters on “Esthetic Education of Man,1794 by J.C Friedrich Von Schiller,he try to gives the philosophic basic for his doctrine of art and indicates clearly and his view of the place of beauty in human life.The Letter Upon The Aesthetic Education of Man, 1794 is about what Schiller felt about degeneration into violence and the failure of successive governments to put its ideal into practice. He wrote the Letter as a philosophical inquiry into what had gone wrong, and how to prevent such tragedies in the future. He also asserts that it is possible to elevate the moral character of a people.

          The author disagree with Kant’s system which trying to describe beauty just like the science phenomenon. Based on the sentence if the technical shaped were stripped, the conclusion will be made. But for him, the technical shape has its own values. It provides the truth to understand the beauty even though the person is feeling unhappy. As the author said, if the technical object is try to be understand by destroying it will only torture the beauty of the object. Means here is to see a beauty; we should not give an effort on it to be the way we want it to be. Every single thing has its own aesthetic values. Beauty could not be observed like the science experiment. We should understand it and not torture it through the principle made. Beauty is a mystery as it is fascinating but sooner will be extinguished because the lost of combination of its elements. In his second letter Schiller consist all people to think about himself.Schiller cannot carry out this proof without my bringing to your remembrance the principles by which the reason is guided in political legislation.He want to proof the important of aesthetics beauty in human life.This politic issues are the main issues in at this era.All he want is freedom in by follow the aesthetic beauty.In this era politic is the main topic they use to talk about

            Moral authority and moral law can be classified as the main in the establishment of a country or society, because it can ensure durability and sovereignty. However, due to the requirements people's freedom is the cause of the physical element can not be together with a moral element. But this element can be consolidated if it is divided equally. Competent man is a man who can make a difference in the system community and country. In a difference, he should consider the ideas of others and at the same time he must hold fast to own position. When he could control how the men is recognized as a great man for having ideas. If viewed from the perspective of morality, the existence of the law will be favored if it exists without conditions. however, the existence of the law should according to national unity and human nature. Humans have the option to determine the pattern of their lives whether to choose the right path or road devastating. Consolidation of different ideas, leading to a separate organization finally united by one idea that comprehensive. In letter 5, this letter tells me about the human which has been realized from the empty life and rose in revolt. Despite the emergence ofdiscontent, people should respect their community and country. and the blindnesscommunity to assess the changes that are properly resulted in the destruction of society.
     
         Schiller has also stated that the best way out is to rebel.The meaning of beauty can be difference when the time is passing by. Means the person become older and have lots of experiences. Thus the judgment towards beauty will be different. This is due to the understanding of the aesthetic values in things around. We cannot simply believe that our free judgment towards beauty. In the letter v, what I understand is a man demanding rights because that is the authority in freedom of expression. A man necessary awoke from sleep or in his other said must rise from drawbacks and claim rights remain him again. Philosopher turned its attention to something more visible, and also states the power. 

        Although still owned power no longer receive the honor. People need to wake up from weakness and demanded back his eternal rights. Rights taken away by force and the real is real freedom tyranny. Philosopher union also said the two men and the decline can be seen in same . Without period of civil law to be broken to pieces, and urged people met instinctively .Philosopher make the words that what is more glorious is the more rebellious the top ruin .Group proud of wealth and upper class people conscious ego cause suffering.