This didn't have as much content as The Design of Everyday Things, and the content felt lighter.

To sum up, great product design comes from skillfully blending three key aspects: the visceral, behavioral, and reflective design levels. This combination helps us understand our immediate reactions to how a product looks, our expectations of how it should work, and the personal meanings we attach to it. Effective design creates a complete experience that appeals to our senses, is enjoyable to use, and connects with us on a personal level. It’s this blend of design elements that makes certain products truly memorable and sometimes even a part of our daily lives.

An amazing explanation of Norman's three levels of design. Not only super informative but also inspiring (wasn't paying too much attention to speculations about the robots in the future though).

The role of aesthetics in product design: "attractive things make people feel good, which in turn makes them think more creatively. How does that make something easier to use? Simple, by making it easier for people to find solutions to the problems they encounter."

The book presents some must-know concepts for design students. Even though it's not research-extensive, it's quite an easy and quick read for an introduction book to the concept.

täitsa mitu asja siin raamatus panid mind järgmisel päeval tööl kolleegidelt küsima: "miks keegi mulle varem pole seda öelnud?!" näiteks kohe esimese peatüki pealkiri, "attractive things work better". nagu disainigurust autor, olin ka mina elanud aastakümneid arvamusega, et ilus asi on ju ilus vaadata, aga sisuliselt vahet pole. nii et juba selle arvamuse ümberlükkamiseks tasus lugeda.

ja siis seletatakse võhikule kenasti lahti kolm psühholoogilist taset, kus disain töötab (visceral, behavioral, reflective - ma ei hakka tõlkima, aga raudselt on kuskil mingid kokkulepitud eestikeelsed erialaterminid olemas?). ühesõnaga, tunnen pärast selle raaamatu läbilugemist, et mul on nüüd mingi baas, kust disaineritega rääkima hakata.

esmailmumise aasta 2003 annab mõne koha peal muidugi tunda, sest näiteks leiab autor, et digifotograafial pole suurt mõtet sees, kuni pole mingit head süsteemi, kuidas oma pilte kohe maailmaga jagada. nojah :) aga samas ta ikkagi ennustab päris hästi, kuhu me oma eluga jõudma hakkame, ehk siis sisuliselt ütleb, et meil on vaja sotsiaalmeediat ja nutitelefone ja isesõitvaid autosid ja roboteid.

robotitest, eelkõige nende emotsioonidest, räägib ta üldse päris palju, see on ta erihuvi ja minu jaoks ka väga huvitav teema.

It is a good book overall. But it could have been much shorter. For example, the design of robots is not very relevant to most readers (at least for the moment).

The most important concept presented, in my opinion, is his three aspects of design:

1 Visceral design ('concerns itself with appearances')
2 Behavioral design ('functionality and effectiveness of use')
3 Reflective design ('considers the rationalization and intellectualization of a brand or product').

The book starts off with discussions and interpretations about why we love some things and hate other because of the way they are designed. And if they are as valuable if they are less useful by putting aesthetics first. Then on the second half of book author dives into imagining future and robots part in it. At this time of reading authors predictions mostly have come true. Nevertheless its fun and interesting read maybe because i do very much agree to authors thoughts about robots and their future among us.

50% good, 50% bad. The second half is all about AI emotional design. Interesting, but not very useful for graphic design.

Being a fan of Norman's classic, Design of everyday things, and given the broader appeal for the factors that effect human (dis)liking of interfaces and products, I was determined to read this book. At first I found the categorization of levels at which a human connects to a product insightful and examples of existing products helped make a strong case. However, the future chapters didn't add any value, only weight to the book. I argue that the book will be as useful and more likely to be read, if the fillers were removed to bring it down to half its current size.

To sum up, great product design comes from skillfully blending three key aspects – the visceral, behavioral, and reflective design levels. This combination helps us understand our immediate reactions to how a product looks, our expectations of how it should work, and the personal meanings we attach to it. Effective design creates a complete experience that appeals to our senses, is enjoyable to use, and connects with us on a personal level. It's this blend of design elements that makes certain products truly memorable and sometimes even a part of our daily lives.

As the title suggests, this book is about what constitutes the element of the emotional design. i.e what makes our emotions tickle and enhance them to enable us to take an action. The emotional behavior is as important to satisfy as a functional behavior if the product needs to fit the definition of a good product. This book is a must-read for anyone who is making products for a retail consumer. Even for business consumers, this is an equally good theory to consider while developing a product.

It was a Don Norman book, so I naturally had higher expectations! The book started off well, discussing the Visceral, Behavioral, and Reflective aspects of Design, but I was slightly disappointed after finishing it. While it was thought-provoking, given the rapid evolution of AI, I felt it could have been denser. Overall, it's worth reading for insights into what the future of design may look like in the age of AI and robots.