01 THE emotional DOMAIN Justin Magee, Senior Lecturer DES307M1.

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THEemotionalDOMAIN

Justin Magee, Senior Lecturer

DES307M1

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designers have moved from the Bauhaus creed of form follows function to one where form follows emotion

Grinyer C. 2001

Grinyer Clive, Smart Design: Products that have changed out lives, Rotovision SA, 2001

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FORM FOLLOWS EMOTION . . .

What does this mean?

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STYLING – Grinyer says not !!??

“Understand the purpose of the product”

“Reflects our moods”

An object which “gives us joy”

Emotion is a “function” of the product and is about “Shape, colour, texture, and operation”

Both “Soft” and “Hard” functions from tactile responses to cognitive comprehension.

Grinyer Clive, Smart Design: Products that have changed out lives, Rotovision SA, 2001

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STYLING – Grinyer says not !!??

?

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STYLING – Norman says

“ attractive things work better ”

Styling is the vehicle for visual narrative and communicates “operation” through “shape, colour, texture” and describes

ETHNICITY

GENDER

PERSONALITY

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Norman Donald, Emotional Domain: Why we love (or hate) Everyday things., Attractive Things Work Better, 2004

07Apple MAC iMac 2007 / iPod touch 2007

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People & Products:How do we relate to products?3 categories (Desmet & Hekkert 2002)

Appealing-ness: Aesthetic, relationshipand social attitude

Praiseworthy-ness: Social standard, design standard (+ & -)

Desirability: To be attractive, To be fun, To be first

Desmet PMA, & Hekkert P, ‘The Basis of Product Emotions’, Delft University of Technology Department of Industrial Design. In: W. Green and P. Jordan (Eds.), Pleasure with Products, beyond usability (60-68) 2002

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08SMART MCC Justin Magee for GE Polymer Design Associates 1995/96

09VW Beetle Designed by Ferdinand Porsche 1930’s

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SURPRISE

11Desmet, P.M.A. From Disgust to Desire: How Products Elicit Emotions. In P. Hekkert, D.C. McDonagh, & J. van Erp (Eds.), Proceedings of the third international conference Design and Emotion, 2003

the ‘surprise’ element or the inventiveness/ innovation can strike an emotional link with the user. People like novelty

or ‘Smart design’.

SURPRISE

12HugX Justin Magee & Stephen McGilloway 2006

13Johanna Van Dalen & Tim Denton

14Johanna Van Dalen & Tim Denton

15Girlie Concrete Ruth Morrow & Trish Belford 2006

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DESIGNER considerations

There are 3 major aspects which people focus on in life and which affect their decisions. (Ortony et al. 1988)

EVENTS Activities or experiences that emotionally affect us

AGENTS Feelings towards active

parties in an event

OBJECTS interest in its attributes

Ortony, A., Clore, G.L., and Collins, A. The cognitive structure of emotions. Cambridge: Cambridge University Press, 1988

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DESIGNER considerations

Relationship with the product and the user

Relationship of the user with others

User perceptions (of product)

Social perceptions (of Product or User)

Ethnical or cultural perceptions

Age and Gender perceptions

Ortony, A., Clore, G.L., and Collins, A. The cognitive structure of emotions. Cambridge: Cambridge University Press, 1988

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Designers must understand people. Their lifestyles and behaviour, and their concerns, desires, and passions

Designers need to understand the emotional domain.

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