Emotional Design (Part 1)

Emotional Design
Emotional Design Part 1: Attractive things work better



(1) Attractive things work better

  • Researchers Masaaki Kurosu and Kaori Kashimura’s study of ATMs in 1990s:
    – When ATMs are having identical function, operation methods and buttons, ones with attractive layout were perceived to be easier to use.
    – Later, Noam Tractinsky redo the same experiment in Hebrew, and receive the same outcome.
  • Psychologist Alice Isen:
    – “Being happy broadens the thought processes and facilitates creative thinking.”


(2) Three levels of emotion:

  1. Visceral (appearance)
  2. Behavioural (pleasure and efficiency of use)
  3. Reflective (self-image, personal satisfaction and memories)


(3) What makes emotional feelings
“True long-lasting emotional feelings take time to develop, they come from sustained interaction. What do people love and cherish, despise and detest? Surface appearance and behavioural utility play relatively minor roles. What matters is the history of interaction, the associations that people have with the objects, and the memories they evoke.”

  • Mihaly Csikszentmihalyi and Eugene Rochberg-Halton (arthurs of “The Meaning of Things“):
    – “Special objects (of the interviewee) turns out to be those with special memories or associations, those that helped evoke a special feeling in their owners.”
    – “Household objects facilitate flow experiences in two different ways. On one hand, by providing a familiar symbolic context they reaffirm the identity of the owner. On the other hand, objects in the household might provide opportunities for flow directly, by engaging the attention of people.”
  • Bonnie Goebert and Herma Rosentha (market researchers of Betty Crocker Company) :
    – “It is all about emotion, about pride, about the feeling of accomplishment, even in making a cake from a prepared mix.”


This session of the book has explains the basics of emotions in design.


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