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Did you ever wonder why cheap wine tastes
better in fancy glasses? Or why washing and polishing your
car seems to make it drive better? New research has shown
that attractive things really do work better.
In the last decade, the design community
has made products easier to use, largely due to Donald Norman's
groundbreaking The Design of Everyday Things. But
as he amply demonstrates in this fascinating new book, we
don't just use a product, we become emotionally involved
with it. Emotional Design demonstrates for the first
time the profound influence of this deceptively simple idea.
Every time we encounter an object, our reaction
is determined not only by how well it works, but by how
good it looks to us, and by the self-image, loyalty and
even nostalgia it evokes in us. When a product is aesthetically
pleasing and plays to our ideas about ourselves and society,
we experience it positively. That's why some people are
willing to spend thousands on expensive handmade watches
even though a cheaper digital watch keeps time just as well.
How consumers experience products is only
part of the story, however. Emotion also plays a big part
in a designer's work. A cheerful mood enhances creativity;
an anxious state promotes focus. Whether they are creating
robots or workspaces, juicers or Jaguars, designers fluctuate
between "negative" and "positive" feelings,
and their work shows the impact of these emotions. Moreover,
this perspective extends to the designs of the future. What
if the things we build could sense our emotional state?
How would this enhance the way we interact with them?
Don Norman addresses these and other provocative
questions -- drawing on a wealth of examples and the very
latest scientific insights -- in this bold exploration of
the emotional impacts of objects in our everyday world.
His best-selling The Design of Everyday Things showed
why the products we use should not be confusing, irritating,
and frustrating. Emotional Design explains why they
must also be attractive, pleasurable, and fun.
Donald A. Norman is professor of computer
science and psychology at Northwestern University and co-founder
of the Nielsen Norman Group, a consulting firm that promotes
human-centered products and services. His books include
The Design of Everyday Things, Things That Make
Us Smart, and The Invisible Computer. His web
site is www.jnd.org. He lives in Northbrook, Illinois.
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