Three levels of design

THREE LEVELS OF DESIGN

visceral | behavioural | reflective

THREE LEVELS of design

Play part in shaping one’s experience

Important

Require a different approach by the designer

visceral | behavioural | reflective

VISCERAL DESIGN

visceral | behavioural | reflective

QUOTE visceral design

“ Package designers and brand managers are looking beyond graphic elements or even the design as a whole to forge an emotional link between consumers and brands ”

The entire success of a product PACKAGE, not content

BOTTLE OF WATER

VISCERAL DESIGN what?

Is what nature does

Powerful emotional signals from the environment are automatically interpreted at this level

Culturally

Perception of “pretty”

Visceral design is all about emotional impact

LOOKFEEL

SOUNDD

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DOMINATING FACTORS

Physical features

LOOK

FEEL

SOUND

These principles are wired in, consistent across people and cultures

VISCERAL DESIGN where?

Advertising

Folk

Crafts

Children items

VISCERAL DESIGN: how?

About initial reactions

Studied Putting people in front of a design Waiting for reactions

What is the reaction the visceral designer strives for?

I want it What does it do? How much does it cost?

BEHAVIOURAL DESIGN

visceral | behavioural | reflective

BEHAVIOURAL DESIGN

“Use and performance”

Four components

1. Function

2. Understandability

3. Usability

4. Physical feel

FUNCTIONB

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FUNCTION

Comes first

Product To fulfil needs

Tricky

TRICKY

Question: what does a product do, what function does it perform? Answer: it has to fulfil needs

Difficult: why ? People’s needs are not as obvious as might be

thought

Importance for designers

Designers have to watch their customers

to understand how they will use a product

PRODUCT DEVELOPMENT

Enhancement = making an existing product or service better Easiest: comes primarily by watching how people

use what exists today

Innovation = completely new way of doing something that

was not possible before Difficult to access: cannot be evaluated by asking

potential customers for their views

CAR CUPHOLDERS

UNDER-STANDINGB

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UNDERSTANDING

The secret

= to establish a proper conceptual model Three mental images

1. Designer’s model

2. User’s model

3. System image

= conveyed by the product and written material (advertising and manuals)

The system image of the final design conveys the proper user model

FEEDBACK

“Component of understanding”

To give continual feedback

Computer

Amazing: many products give inadequate feedback

To be effective? Enhance the conceptual model Indicating precisely

What is happening and what remains to be done?

USABILITYB

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USABILITY

Complex topic

“a product that does what is required and is understandable, may still not be usable”

E.g. guitars, violins, piano

Usage = the critical test of a product: How well does the product perform? How comfortable does it feel to use?

Challenge = UNIVERSAL DESIGN

PHYSICAL FEEL

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PHYSICAL FEEL matters

Designers worry a lot about the physical feel of their products

Make huge difference in our appreciations

They are critical to our behavioural assessment of a product

Physical feel matters: why? We are biological creatures: interaction between

our sensory systems and the environment

+ BEHAVIOURAL DESIGN +

Human-centered

Understanding and satisfying the needs Observation

Visceral and behavioural reactions are subconscious Make us unaware of our true reactions and their

causes

REFLECTIVE DESIGN

visceral | behavioural | reflective

REFLECTIVE DESIGN what?

Message, culture, meaning of a product

The image we present to others

The essence of reflective design: it’s all in the mind of the beholder

QUESTION function vs fashion

ATTRACTIVENESS <> BEAUTY

Attractiveness Visceral level

The response is entirely to the surface look of an object

Beauty Reflective level

It is influenced by knowledge, learning and culture

Advertising

can work at either the visceral or the reflective level

REFLECTIVE LEVEL product

Shows person’s overall impression

Customer relationships play a major role A good relationship reverse a negative

experience

Is about long-term customer experience Service Providing a personal touch Warm interaction

THE DEVIOUS SIDE OF DESIGN

visceral | behavioural | reflective

HUMAN-CENTERED DESIGN

Test product with potential users

Meaning for the salespersons = reverse = an opportunity to present themselves as

rescuers

The solution through confusion is a pure play on emotions

For fashion: emotions are key

SALES STRATEGY supermarkets

Put the most frequently desired items at the rear of the store

Why? Forcing buyers to pass by isles of tempting

impulse purchases

Regular rearrange the store To visit the whole store Difficult to buy the most desired items

DESIGN BY COMMITTEE

VERSUS BY AN INDIVIDUAL

REFLECTIVE THOUGHTS

Websites and products no guarantee for success

Conflict between the preferences of the popular audience the intellectual and artistic community

The best designs come from following a cohesive theme throughout, with a clear vision and focus

CONCLUSION

A human-centered approach works well for behavioural design, but it is not necessarily appropriate for either the

visceral or the reflective side

Conclusion If you want a successful product, test and revise If you want a product that can change the world:

let it be driven by someone with a clear vision

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