I loved this book when I read it in high school and geeked out and left a sticky note for the author on his office door when I toured UC San Diego. I was so excited by what I found here. I was excited except for what he said in the end. His argument that robots need emotions to be better servants to people makes no sense to me. Emotions in a "creature" require will to honor them. Robots having no emotions is what makes it ethical for them to do serve us in the ways they do. His idea of true robot servants with emotions just reads like slavery to me. Why give something the capacity to feel when its purpose can be realized without that capacity? Program it to do what you want instead of feel like doing what you want. (????) That was ridiculous to me I can't understand how he got to that conclusion. That aside I loved this book.

Aunque algunos temas se sienten viejos, algunas predicciones definitivamente no se dieron y los capítulos sobre robots parecen sobrar, creo que este libro vale bastante la pena: los 3 niveles del diseño son super interesantes y la manera de escribir de Norman hacen que el libro se lea muy fácilmente.

Además, los ejemplos son divertidos y el epílogo me pareció muy bonito.

I liked the general idea of the book and Norman has a great way of separating the way design is experienced. I felt like he was dragging too long and it seemed like the same ideas were being hammered down through too many examples and the book could have benefited from further editing and a reduced length.

With this, Don Norman countered his previous book: The Design of Everyday Things, where he convince us to put usability first over aesthetic. On the other hand, emotion (which affected by aesthetics) is also part of our cognition so we couldn't completely ignore its strong influence over how we think and perceive stuffs, it is a statement.

Now it makes more sense, these two books should go hand in hand.

Найкраща книга, яка була прочитана мною за останні півроку.

Книга оманливо простими словами порушує складні та багатогранні теми: людство, різні рівні пізнання світу, майбутнє, взаємодія з роботами. Цікаво те, що слова людини, яка написала книгу у 2005 році, залишаються актуальними і зараз. Особливо у розділі про технології майбутнього та взаємодію людини з цими технологіями. Тоді Дональд Норман передбачив багато речей, які ми можемо бачити сьогодні. Хоча його прогнози можна сприйняти НАДТО оптимістичними, але у деяких речах він абсолютно правий. І заради цієї абсолютної правди призначаю цю книгу настільною, бо перечитуватиму її ще не один раз.

Emotional Design is another classic from the product design guru Donald Norman. I found this a thought-provoking read with its focus on emotional design, a topic that design theory often doesn't cover.

This book is an excellent complement to his "Design of Everyday things", another design classic. It describes the human psyche when it comes to buying and using products and how to appeal to the emotion to design more attractive products. It outlines in a very accessible manner, his research on the three different levels that you need to consider: Visceral, Behavioural and Emotional. It's certainly not a practical manual, more a readable theoretical book.

Like any classic, it is showing its age. In particular, the later sections on robots and machines have dated as the product world has moved on with autonomous cars, Siri, etc. However, this doesn't detract from the book as it still makes some timeless points about the need for emotion in robots.

I'd recommend this book to anyone interested in product (or software) design who wants to learn more about using principles of human psychology to design better products.

Norman has a beautiful, special view of our everyday life. If you already read The design of everyday things, Emotional design might seem not as good as it, until the epilogue part. Yes, we're all designer as he said. We just simply can't negate it:

"We are all designers. We manipulate the environment, the better to serve our needs. We select what items to own, which to have around us. We build, buy, arrange, and restructure: all this is a form of design.

We are all designers—and have to be. Professional designers can make things that are attractive and that work well. They can create beautiful products...But they cannot make something personal, make something we bond to. Nobody can do that for us: we must do it for ourselves.

We are all designers—because we must be. We live our lives, encounter success and failure, joy and sadness. We structure our own worlds to support ourselves throughout life."

Good read - come back to for notes on Jo's book Design Doing etc.

Notes:
- At the visceral level, our choices are driven by initial appearances and instinctive reactions. This level taps into our innate preferences for certain colors, shapes, or designs. For example, a toddler might be drawn to the bright colors on toy packaging.
- Reflective design level: Watches, once purely functional, have become fashion statements, reflecting the user's style and status. This level influences our purchases based on what these products say about us. It also contributes to the product's lasting impact, shaping how we nostalgically remember and proudly display it, and even how we recommend it to others.
- Great product design comes from skillfully blending three key aspects: the visceral, behavioral, and reflective design levels
- 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.

Quotes:
- “Learning should take place when it is needed, when the learner is interested, not according to some arbitrary, fixed schedule”
- “Engineers and designers simultaneously know too much and too little. They know too much about the technology and too little about how other people live their live and do their activities.”
- “You build up expectations of behavior based upon prior experience, and if the items with which you interact fail to live up to expectations, that is a violation of trust, for which you assign blame, which can soon lead to anger.”
- “happy people are more effective in finding alternative solutions and, as a result, are tolerant of minor difficulties.”
- “everything you do has both a cognitive and an affective component—cognitive to assign meaning, affective to assign value.”

Emotional Design" by Don Norman is a great read for designers. It explains how emotions affect our interaction with everyday items, covering three levels: how things look, how they work, and what they mean to us.

The book has lots of good examples and useful insights. However, it can get a bit repetitive.

Overall, it's a valuable book for designers wanting to create products that people love.

Donald Norman is the authority. This book is great.

معرفی کتاب: طراحی حسی
عنوان انگلیسی: Emotional Design

آیا تابه حال به دلایل لذت بردن خود از محصولات اندیشیده اید؟ آیا هرگز فکر کرده اید که چرا یک اتومبیل شسته و پولیش شده به نظر بهتر و سریع تر از زمان کثیف بودن خود حرکت می کند؟ به چه دلیل کامپیوترهای اپل بعد از عرضه Imac با فروش بیشتر و قابل توجهی روبرو شدند؟ تحقیقات در دهه اخیر ثابت کرده اند که انسان ها علاوه بر استفاده یک محصول (صنعتی یا فرهنگی) با آن ارتباط احساسی نیز برقرار می کنند. دانلد نورمن نویسنده کتاب طراحی حسی، دلیل عشق (یا نفرت) ما به اشیاء روزمره، به بررسی علت و چگونگی این ارتباط احساسی انسان با اشیاء پیرامون خود پرداخته است.
وی معتقد است که واکنش افراد در برابر اشیاء در سه سطح غریزی، رفتاری و تفکری یا اندیشمند صورت می گیرد، یا به عبارت دیگر واکنش آنها در برابر اشیاء در این سه سوال خلاصه می شود: آیا دوستش دارم؟ (برخاسته از غریزه) آیا کار می کند؟ (برخاسته از منطق) آیا دوباره از آن استفاده خواهم کرد؟ (برخاسته از تجربیات و فرهنگ)

سطح غریزی با ظاهر، حس اولیه، صدا، بو و … محصول مرتبط است. سطح رفتاری به نحوه استفاده از آن ارتباط دارد و سطح تفکری تماماً در ارتباط با معنای محصول و پیام آن به مخاطب می باشد. نویسنده در بخش دوم کتاب کاربرد این سه اصل را در طراحی محصولات مورد بررسی قرار می دهد.

این کتاب از جدیدترین کتب در ارتباط با نقش عواطف و احساسات در طراحی محصولات بوده که مرجع مناسبی جهت مطالعه در این خصوص می باشد و اکنون نیز در بسیاری از دانشگاه های جهان به عنوان کتاب درسی تدریس می شود.

تهیه شده در: http://www.newdesign.ir/search.asp?id...

The first chapters were captivating, the ability to translate emotions and understand the first 3 responses to design: visceral, behavioral, and reflective.
The last few chapters were somewhat disappointing as he goes off into robots and the next generation of robots will be able to perceive and respond to emotions completely goes off trail and might lead to underappreciating the good perspectives in the first few chapters.
Overall gives you a moderate delve into the perceptions of design and how we tend to respond to them, a fair 3 stars was a just rating for this book.