In the chapter 1 from The book Emotional
Design by Donald A.Norman talks more about affect and emotion in our life.The
emotion it can change the way of human mind solve problem-the emotional system
changes how the congnitive system operates.Emotion was an ill-explored part of
human psychology most thought of emotion as a problem to be overcome by
rational,logical thinking. Besides,the emotion also focused upon negative
emotion such as stress,fear,anxiety and anger .Moreover,emotions play a critical
role in daily lifes,helping asses situations as good or bad,safe or dangerous.There
are two type of emotion called positive and negative emotion.The positive
emotion is better than negative emotion.These human have three different levels
of the brain,it is visceral level,behavioral level and reflective levels.Each
of this level plays a different role in the total functioning of people.
The emotion,moods,traits and
personality are all aspects of the different way.Emotion change behavior over a
relatively short term and also for relatively short periods-minutes or hours.Moods
are longer lasting,measured perhaps in hours and day.So,the emotion give affect
either good or bad to ourself and always happened in our daily life.
Besides,in chapter 2 it talk about
several levels of the cognitive and emotional system-visceral,behavioral and
reflective .It gived response to the work,fighting among themselves .Firstly,we
can see the visceral response with pleasure to seeing the well-designed leather
case and gleaming stainless-stell instruments and to feeling their comportable
heft.The visceral design is about intial impact of a product.Reflective one is
the most vulnerable to variability through culture,experience,education and
individual differences.This level can also override the others and also related
about the feeling of satisfaction produced by owning,displaying and using a
product.These three levels interact are complex.It is possible to make some very useful
simplications.Nowdays,behavioral design of many games resolves around powerful
graphics and fast reflexes.It branch out into other arenas requires changing
the behavioral characteristics so that they emphasize rich,detailed graphics
and impormative structures.
In the world of design,we tend to
associate emotion with beauty.We build attractive things,cute things,and
colourful things.We like attractive things because of the way they make us feel
emotions reflect our personal experiences,associations,and memories.Moreover,we
also attached to things if they have a significant personal association.If they
bring to mind pleasent,comforting moments.Our attachment is really to the
thing,it is to therelationship,to meanings
and feeling the thing represent.Personality is of course a complex topic
in its own right.A simplified way of thinking of a product personality is that
reflects the many decisions about how a product looks,behaves,and is positioned
throught is marketing and advertisement.
Each of three levels of
design-visceral,behavioral and reflective have plays its part in shaping your
experience.These is a important as the others but each requires a different
approach by the designer.Visceral design exist in environment of others
humans,animals,plants,landscapes,and other natural phenomena.When we receive
something as’pretty’that judgement comes directly from the visceral
level.Besides,we also can find the visceral design in advertising,folk art and
crafts.The principles underlying visceral design are wired in,consistant across
people and cultures at the visceral level,physical features can look,feel and
sound dominate.It is because visceral design is about intial reaction,it can
become studied quite simply by putting people of a design and waiting for
reactions.Behavioral design is about function dan related to produced product.
Moreover,it
also be a funmental part.Of the design process from the very start,it cannot be
adopted once the product has been completed.Reflective design more about
message,culture and meaning of a product or its use.This level also operations
often determine a person’s overall impression of a product.
As a conclusion,Emotion always happened
in our life and also can gived negative or positive reaction and there are
there levels in our brain called visceral level,behavioral level and reflective
level.these levels related in each others and working in our life.Without
these,we can't think good idea to produced
some of product.
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