Emotional Design

   From the book  Emotional Design, In chapter one Donald A. Norman are story about visceral, behavioral, and reflective are the three very different dimension are interwoven through any design. Donald say it is not possible to have design without visceral, behavioral, and reflective. but more important, note how these three components interweave both emotions and cognition. other than that, emotion play an important when we want make a choosing. whereas emotion is said to be hot, animalistic, and irrational, cognition is cool, human, and logical. this contrast comes from along intellectual tradition that prides itself on rational, logical reasoning. emotions are out of place in a polite, sophisticated society. they are remnants of our animal origins, but we humans must learn to rise above them. At least, that is the perceived wisdom. Along with emotions, there is one other point as well. Aesthetics, attractiveness, and beauty. when Donald A. Norman wrote The Design of Everyday Things, Donald intention was not to denigrate aesthetics or emotion. Donald simply wanted to elevate usability to its proper place in the design world, alongside beauty and function. Donald thought that the topic of aesthetics was well covered elsewhere, so he neglected it. The result has been the well deserved criticism from designers: ''if we were to follow Norman's prescription, our design would be useable-but they would also be ugly.'' Donald has just started a research project examining the interaction of affect, behavior, and cognition..And most of the research focused upon negative emotions such as stress, fear, anxiety, and anger. Moreover, emotions play a critical role in daily lives, helping asses situation as good or bad,safe or dangerous. Positive emotions are as important as negative ones. Positive emotions are critical to learning, curiosity, and creative thought, and today research is turning toward this dimension.

In chapter two, Donald explain about Multiple Faces of Emotion and Design. In this chapter shows about several levels of cognitive and emotional system-visceral, behavioral, and reflective at work. That visceral response is immediate and positive, triggering the reflective system to think about the past. The behavioral level is about use experience with a product . But experience itself has many faces. Function, performance, and usability. The ways in which the three level interact are complex. Still, for purposes of application, it is possible to make some very useful simplication. Even these simplication are difficult to apply. Should some products be primarily visceral in appeal. Other behavioral, reflective and requirements at one level against those of the others?  The designer must know the audio for whom the product is intended. Although Donald have described the three level separately, any real experience involves all three. A single level is hard to practice at once, and if it being practises at all is most likely to come from the reflective level than from the behavioral or the visceral. The three levels of processing lead to three corresponding forms of design. Visceral, behavioral, and reflective. Each plays a critical role in human behavior, each an equally critical role in the design, marketing and use of products. some brands are simply informative ,essentially name a company or it's product. But on the whole, the brand name is a symbol that represents one entire experience with a product and the company that produces it. Some brand represent quality and high prices. Some represent a focus upon prices, value upon service, value for money, and some brands stand for shoddy products. And of course most brand names are meaningless, carrying no emotional power at all. Barands are all about emotion. And emotion are all about judgement. Brands are signifiers or our emotionanal responses, which is why they are so important in the world of commercial.

At chapter three, Donald are talk about Three Levels of Design: Visceral, Behavioral, and Reflective. Visceral design is what nature does. We humans evolved to coexist in the environment of other humans, animals, plants, landscapes, weather, and other natural phenomena. As a results, we are exquisitely tuned to receive powerful emotional signals from the environment that get interpreted automatically at the visceral level. When we perceive something as beauty, that judgement comes directly from the visceral level. In the world of design, beauty is generally frowned upon, denounced as pretty, or lacking depth and substance. But that is designer's reflective level speaking because designers want their collageous to recognize as imaginatives, creative, and deep, making some pretty or cute or fun is not well accepted. But there is a place in our lives for such things, even if they are simple. we can find visceral design in advertising, folk art and crafts, and children's items. Effective visceral design requires the skill of the visual and graphic artist and the industrial engineer. Shape and form matter. The physical feel and texture of the materials matter. Visceral design is all about immediate emotianal impact. It has to feel good, look good. Sensuality and sexuality play roles. This is a major roles of point of presence displays in stores, in brochures, in advertisements, and in other anticements  that emphasize appearance. Similarly, otherwise highly rated products may be turned down if they do not appeal to the aesthetic sense of the potential buyer. The meaning of behavioral is about use. Appearance does not really matter. The principles of good behavioral design are well known and often told. Good behavioral design has to be a fundamental part of the design process from the start. behavioral design begins with understandings the user's need. Different with reflective design , reflective design covers a lot territory. It is all about message, about culture, and about the meaning of a product or it's use. In fact, even people who claim a complete lack of interest in how they are perceived.

What about it?

my opinion about Schiller's letter in the Aesthatic Education of Man

 
based on the paragraph one from schiller letter, my conclusion is based on what schiller researches on beauty and art. schiller treat a subject which is closely connected with the better portion of happiness and not far removed from the moral nobility of human nature. Beautiful before a heart which whole power is felt and exercised and make it difficult part because one is compelled to appeal as frequently to as to principles. That's mean if we feel something is beauty, we will treat the subject with nice and well. Schiller also write in his letter about beauty ,beauty sometimes is not original. Sometimes, the part of beauty is something that look beauty because it effect from something near the subject. based on the word schiller in his letter '' their innate feebleness than sustain themselves by borrowed authority and foreign supportt'' this means the subject can look beauty beause of it surround area. Some artist get the meaning of beauty aand art becouse of their experiment  from outside world and trough their journey. the experient they have is not include in other book. with experient, anyone have different judgement about beauty. furthermore, they always use something that happen in their life to know what the meaning of beauty.

  It seems that unseasonable find aesthetic symbol of the world, and when we presents the moral question of interest even though a lot higher, and when the spirit of philosophical thought that a hard challenge to the circumstances of the time occupied himself with the perfect of all works of art with the establishment and the structure of real freedom.It is not satisfactory to live from the age of private and work for other times. We must also be members of our era and well as of our state or country. If you imagine that to be improper and illegal, even for a man to isolate himself from the customs and manners of the circle in which they live, it will be not inconsistent to believe that it is his duty also to give the share of the proper effect. Art has to leave reality, we should raise ourself from  above physical necessity and want, for art is the daughter of freedom, and they need to recipes and rules furnished by the need for a spiritual and not by that of matter.

    When a man is lifted from his slumber in the senses, and said he felt as a man, he explores his surroundings, and finds that in the case. Presented in this case, by the power of circumstances, before he could determine his position freely. But the moral object can not possibly rest satisfied with the political condition forced upon him by necessity, are calculated only for this condition, and that it would be unfortunate if this did not convince him. In many cases man shakes off this law blind to the need, through his spontaneous free, which among many other things we have seen, in the noblest of its beauty and suppressing by moral influence on the strong push by him planted in the nature in the passion of love .

    It may be hard  everyone to carry a man, within himself, at least in his adaptation and destination, a purely ideal man. The big problem of existence is to make all the changes that life does not stop the outside in accordance with national unity fixed for this ideal. When the mechanical artist places his hand on the formless block, to give it the form and according to his intention, he did not do any scruples in the violence for it. The nature of the work does not deserve any respect in itself, and there is no value for the whole of its parts. When a child is in the Fine Arts puts his hand on the same block, he has no scruples either in doing violence to it, he avoids all shows of this violence. The child does  not respect this issue in which it operates, and more mechanical artist, but he seeks by looking clear so as to deceive the eye, which takes the matter under its protection. 

  Other thah that, man paints himself in his actions, and what is conceived in the form of drama at the moment? One hand, and he is running wild, on the other hand in a dormant state, and two extremest stages of human decadence, both seen in one and the same period. On the other hand, the layers of civilization give us a disgusting scene is still more than sleep, and the corruption of character which is the more revolting because it roots in the culture. I forget which of the philosophers in recent times or more senior than schiller makes this observation, that what is more noble is more revolting in its destruction. The remark applies with truth to the world of ethics. Child of Nature, and when the collapse, and becomes a madman, but in the art world, and when the collapse, and it becomes personal without basis.