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EMOTIONAL DESIGN - Why we love (hate everyday things)

EMOTIONAL DESIGN - Why we love (hate everyday things)

Emotional Design is both the title of a book by Donald Norman and of the concept it represents. The main issue is that emotions have a crucial role in the human ability to understand the world, and how they learn new things. For example: aesthetically pleasing objects appear to the user to be more effective, by virtue of their sensual appeal. This is due to the affinity the user feels for an object that appeals to him, due to the formation of an emotional connection [with the object].

            Emotion we know now, change the way the human mind solve problem – the emotional system change how the cognitive systems operate. So, if aesthetic would change our emotional state, that would explain the mystery. Emotion was an ill explore part of human psychology. Some people thought it an evolutionary left over from our animal origins. Most thought emotions as a problem to be overcome by rational, logical thinking. Emotions play a critical role in daily lives, helping assess situations as good or bad, safe or dangerous.

Norman's approach is based on classical ABC model of attitudes. However, he changed the concept to be suitable for application in design. The three dimensions have new names (visceral, behavioral and reflective level) and partially new content. In the book, Norman shows that design of most objects are perceived on all three levels (dimensions). Therefore a good design should address all three levels.

The automatic, prewired layer, called visceral level means the part that contains the brain processes that control everyday behavior , known as the behavioral level and the contemplative part of the brain, or the reflective level. Each level play a different role in the total functioning of people.  The visceral is fast, it makes rapid judgments of what is good or bad, safe or dangerous and send appropriate signals to muscles and alerts the rest of the brain. This is the start of affective processing. The behavioral level in human beings is especially valuable for well-learned, routine operation. This is well the skilled performer excels. It not conscious, which is why you can successfully drive your automobile subconsciously at the behavioral level while consciously thinking of something else at the reflective level.

Visceral level are called “bottom up”, while reflective level called “top down “Bottom up processes are those driven by perception whereas top down are driven by thought. Neurotransmitters focus the brain processing. When someone feels anxious, he or she will be more focus. Their anxiety helps them to get the work done, while someone who is relaxed, happy in a pleasant mood is more creative, more able to overlook and cope with the problems.

            Norman open the book with a discussion of three teapots owns collections. He has 3 types of teapots. First, it invented by the French artist Jacques Carelman who called it a coffee pot: a “coffeepot for masochists”, it impossible toise. Second, called Nanna, unique squat and chubby nature is surprisingly appealing. I t design by the well-known architect and product designer Micheal Groves, looks clumsy but actually works rather well. And the third is complicated but practical utiliting pot made by the German firm Ronnefeldt. It designed with the different stages of tea brewing in mind.

            He teached how to make a tea by using that pot. He also teached how to make a delicious taste of tea (not bitter). But he just showed how to make it but everyday he not followed the steps, only used a simple method. Reasons, fast, effiecent, easy to clean. So the questions is, why? It because, the value of teapots not only for their functions but because they are sculpture artwork. He always comparing shapes, watching the play of light on the varied surfaces. For Donald, design is important, but which design he choose depends on the occasion the context and his mood.

            The story of teapots illustrates several components of product design: usability (or look there of ) aesthetic and and practically. In creating a product, many factors to consider, the choices of material, the manufacturing method, the way the product is marketed, cost and practically and how easy the product is to use, to understand. He stated the emotional component to how product are design and put to use. Its may be more critical to a products success than its practical elements.


            In conclude, mostly this book explain about the basic tools of emotional design. Attractive things do work better. Attractiveness produces positive emotions, causing mental processes to be more creative, more tolerant of minor difficulties. The three levels of processing lead to three corresponding forms of design, the visceral, behavioural and reflective. Each plays a critical role in human behaviour, each eqully critical role in design, marketing and use of product.

THE AESTHETIC EDUCATION OF MAN

Part 1 - 5

Schiller one of the person that contributed important element in design. He modified and develop element that very important especially in kent doctrine. He gave basic of philosophy for art doctrine. In The Aesthetic Education Of Man by Freidrich Schiller, it shown very clear and confidently for human being life in world to understand the principle of natural to use that element in life. He survey about beautiful in art design and his idea made from itself by drawing and not from study in another reference and experience .

 He usually followed the rule of natural compared to stand with the government side or authorities. But he not prevent who want to followed the another principle and not support in his way. It is because their action and thoughts will state the laws like what in the book said "your own unfettered thought will dictate the laws according to which we have to proceed In his opinion, he suggest everyone to open minded for the fact that was build in their own and must confident in every side . The main idea in system kent is, the philosopher not agreed and not believed with Schiller in his fact and opinion for that time, but another people believed with him. He want to help the people and prevent bad tragedy happen to them. He will use the natural beautiful in art for change the character of people.

            The reason of that statement is, Schiller said "they will appear as the verdict of reason pronounced from time immemorial by common consent, and as facts of the moral instinct which nature, in her wisdom, has given to man in order to serve as guide and teacher until his enlightened intelligence gives him maturity”. That’s mean the moral experience can applied in life to the beauty.

            When the moral people and spirit of philosophical higher and its become challenging, the true political freedom can be achieved.  All events are kind of art are the element that make up the challenge .Schiller said "For art has to leave reality, it has to raise itself bodily above necessity and neediness; for art is the daughter of freedom, and it requires its prescriptions and rules to be furnished by the necessity of spirits and not by that of matter". In my opinion, he said like that because the art not use in people life at that time.

Schiller’s focus on freedom in his definition of the aesthetic already hints at the tendency of his aesthetic to slip into the sublime insofar as freedom is typically associated with the sublime rather than with the beautiful object. According to this interpretation, Schiller was deeply affected by the consequences of the French Revolution and accepted Goethe’s belief that the poet ought to remain a stranger to his age, that art need not fulfill a moral function. Although Schiller claims that semblance is independent from truth and does not threaten it, he fails to dissociate the two completely.


 Thus, although Schiller would like us to believe that his only motive for making the aesthetic autonomous is to reveal its transcendental ground, we might ask whether his real motive might not be a certain disappointment. Man is not better treated by nature in his first start than her other works are. This part explains about when the man thinks that, he can convert the work of necessity into one of free solution, and elevate physical necessity into a moral law. This part also explain when the man want know himself and what should he do in his life, whether his life has been decided by someone else or decided by himself. Moreover, the physical man is a reality, and the moral man problematical. This is also explaining about crisis between women and men. The great point is therefore to reconcile these two considerations.

The third character would become the balancing and changing between the physical and the moral through the revolution of principles of moral. That revolution is included their perspective in each aspect of experience, thought, and human nature. If both can merged and equally, it can form the pure ideal man. Even though the pure ideal man it is not enough for make it right in this research. It still lacks and some needs like the unity ,nature variety, legislations and education.

The state not only to respect the objective and generic but also the subjective and specific in individuals and while diffusing the unseen world of morals, it must not depopulate the kingdom of appearance, the external world of matter. Authors point of view, people should be aware of their weakness and need not deceive ourselves. Authors also claim that the people agreed to defend their rights to seize the position of their government to avoid further persecution. Respect for fellow human is an objective and true freedom that led to the foundation of political unity.

            Philosophers say that man has risen from a long lethargy and self-deception. Given the physical possibility to put the law as a tribute to the man at length. As a goal to make the basic right of freedom of political union. Male philosophers as well subjective states must respects the institution. Conclusion philosophers want to say about beauty, art, freedom, the soul of a man and moral leadership of society.