Don Norman: Emotional Design

When designing a product, aesthetics and functionality are thought to be the most important aspects to consider. In my perspective, I have thought that functionality will always take more part in design and the aesthetic qualities come after. This is because majority of people purchase products because they need the product. When a product is bought and the purchased product does not function well, then the consumer will then have to purchase another product that will work better. However, my opinion on design was challenged when watching this clip of Don Norman: Emotional Design. I was introduced to a new perspective of design.

It cannot be denied that more people will look for products that function over products just looks good and does not function. But it becomes challenging when it comes to comparing products that function well but given less thought in its aesthetics with products that look absolutely remarkable but functional aspects not as outstanding. Don Norman’s view of design was interesting and fun. His view on design was that fun design and design with emotions will always work even the functionality is given less thought.

People become more and more focused on the appearance and continuously want to be introduced to something new and innovative. Instead of holding on to ordinary products that still works fine, they will go for a improved design that they have not seen before. When a product is designed to hold emotion people get attracted to the design. Successful emotional design is when a design can create an emotional response from people. Aesthetics of product became very important. In some cases the functional qualities are not even being considered when the product is aesthetically pleasing and people purchase the product because they already feel happy just from possessing the product. In this case, functionality is not important at all. It is like owning a famous designer’s product. That product will never be used for its purpose but it is consumed for personal collection. Sometimes people don’t even have to understand what the product is used for. Don Norman shares a story of his case when he purchased a special edition of Philippe starck’s juicer by Alessi. The juicer came with a note saying “Do not use this juicer to make juice as the acid will ruin the gold plating”. He says he has this juicer in the hall way. This is an example of a situation when product is purchased for only its aesthetical properties, like when a bottle of water being purchased for its bottle not the water.

I think it is not just about choosing if functionality is more important or the aesthetics but its about providing people with improved design, emotional designs that creates emotional links between design and people. Don Norman makes it clear that pleasant things work better. Behavioural design is feeling in control which includes usability, understanding but also the feel.