Emotional Design: Why We Love (or Hate) Everyday Things by Donald A. Norman

Product Description

Did you ever wonder why cheap wine tastes better in fancy glasses? Why sales of Macintosh computers soared when Apple introduced the colorful iMac? New research on emotion and cognition has shown that attractive things really do work better, as Donald Norman amply demonstrates in this fascinating book, which has garnered acclaim everywhere from Scientific American to The New Yorker. Emotional Design articulates the profound influence of the feelings that objects evoke, from our willingness to spend thousands of dollars on Gucci bags and Rolex watches, to the impact of emotion on the everyday objects of tomorrow.

Norman draws on a wealth of examples and the latest scientific insights to present a bold exploration of the objects in our everyday world. Emotional Design will appeal not only to designers and manufacturers but also to managers, psychologists, and general readers who love to think about their stuff.
Product Details
Amazon Sales Rank: #26454 in Books
Published on: 2005-05-10
Released on: 2005-05-10
Number of items: 1
Binding: Paperback
257 pages
Editorial Reviews

From Publishers Weekly
Techno author Norman, a professor of computer science and cofounder of a consulting firm that promotes human-centered products, extends the range of his earlier work, The Design of Everyday Things, to include the role emotion plays in consumer purchases. According to Norman, human decision making is dependent on both conscious cognition and affect (conscious or subconscious emotion). This combination is why, for example, a beautiful set of old mechanical drawing instruments greatly appealed to Norman and a colleague: they evoked nostalgia (emotion), even though they both knew the tools were not practical to use (cognition). Human reaction to design exists on three levels: visceral (appearance), behavioral (how the item performs) and reflective. The reflective dimension is what the product evokes in the user in terms of self-image or individual satisfaction. Norman's analysis of the design elements in products such as automobiles, watches and computers will pique the interest of many readers, not just those in the design or technology fields. He explores how music and sound both contribute negatively or positively to the design of electronic equipment, like the ring of a cell phone or beeps ("Engineers wanted to signal that some operation had been done.... The result is that all of our equipment beeps at us"). Norman's theories about how robots (referred to here as emotional machines) will interact with humans and the important jobs they will perform are intriguing, but weigh down an already complex text.
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From Booklist
Computer science professor Norman also advises design firms. He brings his background in academics and business to bear on the emotional valence surrounding objects of daily use, be they kitchen utensils, automobiles, or a football coach's headset. Norman's analysis of people's emotional reactions to material objects is a delightful process, replete with surprises for readers who have rarely paused to consider why they like or loathe their belongings. He breaks down emotional reactions into three parts, labeled "visceral," "behavioral," and "reflective," asserting that "a successful design has to excel at all levels." Norman's examples of items ranging from bottles to hand tools fulfill this dictum, although he feels that designers do not often take emotion into account when formulating what an object should look like. With household robots on the horizon, Norman implores designers to redeem their mistakes in designing personal computers. His readers will take away insights galore about why shoppers say, "I want that." Gilbert Taylor
Copyright © American Library Association. All rights reserved

Daniel Bobrow, Research Fellow, Palo Alto Research Center
"Amazing.... Norman does a wonderful job making these ideas come alive."
Customer Reviews

An interesting view about how products can change our lives
Don Norman with this books exposes a review based on how products can make us feel better, and how they can influence our daily life in different contexts of use. If you're lookin' for a tutorial about "how make an emotional product", this is not the choice. Nevertheless, you'll never find it eather. Norman only puts a name to a phenomenon that already exists, but in a entertaining way that offer to the reader a new form to understand the design of products. It is worth it to read this, absolutely recommended.

Jakob Nielsen's Other Half
This book breaks down 3 categories of things we look at when we're deciding whether or not we like things, and then proceeds to show how one can analyze everyday things in those terms. I wouldn't say it's enlightening, but it does give you categories and terms for expressing things you already knew on some level. Don Norman's writing style is warm, and personal, and the book is easy to read. I've seen his name next to Jakob Nielsen's plenty of times but had no idea who he was or what he was about, so it gives a little insight into who Don Norman is as well, and why he and Jakob make good partners.

Author Ego
This book is uninspiring and boring. The author has a huge ego and does not translate his ideas effectively. The book is a long boring read and not anything new to those in design.