Chapter 1
Aesthetic preferences are culturally dependent.It required a somewhat mystical theory of aesthetic to find any necessary connection between beauty and function.Emotions we now know,change the way the human mind solve problem-the emotional system changes how the cognitive system operates.Emotion was ill-explored part of human psychology.Emotions play a critical role in daily lives.Emotions aid in decision making.Positive emotions are as important as negative ones-positive emotions are critical to learning,curiosity,and creative thought.Attractive things make people feel good,which in turn makes them think more creatively.Cognition and affect,understanding and evaluation-together they form a powerful team.Focus refers to ability to concentrate,without distraction,and then to go deeper and deeper into the topic until some resolution is reached.Affective system acts to tense muscle in preparation for action and to alert the behavioral and reflective levels to stop and concentrate upon the problem.Design-and for the matter,most problem solving-requires creative thinking followed by the considerable period of concentrated,focus effort.Good brainstorming and unusual,creative thinking required the relaxed state induced by positive affect.Sound and tunnel vision can change invoking a positive affect to invoking a negative affect.Sound symbolism governs the development of a language.Emotions change behavior over a relatively short term.Moods are longer-lasting,measured perhaps in hours or days.Traits are very long-lasting,years or even a lifetime.Emotions,moods and traits are changeable.
Chapter 2
The several levels of the cognitive and emotional system-visceral,behavioral,and reflective-at work,fighting among themselves.The behavioral levels is about use,about experience with a product.But experience itself has many facets:function,performance,and usability.A products function specifies what activities its supports,what it is meant to do-if the function are inadequate or of no interest,the product is of little value.Performance is about how well the product does those desired functions-if the performance is inadequate,the product fails.The reflective is the most vulnerable to variability through culture,experience,education,and individual differences.Time is one other distinction among the levels.A person's self-identity is located within the reflective level.Visceral design product appearence,behavioral design product the pleasure and effectiveness of use,and reflective design product self-image,personal satisfaction,memories.No single design will satisfy everyone.The distinction between the term needs and wants is a traditional way of describing the difference between what is truly necessary for a person's activities(needs) versus what person ask for(wants).Embarassment is an emotion that reflect one's sense of the appropriateness of behavior.Exploitative commercial objects are describes as kitsch,as are works that claim artistic value but are weak,cheap,or sentimental.Emotions reflects our personal experiences,associations,and memories.The design challenge is to keep the virtues while removing the barriers:make it easier to store,send,and share.
Chapter 3
Beyond graphic elements or even the design as a whole to forge an emotional link between consumer and brands.the beauty product comes first eventhough it is expensive.Visceral design is what nature does.We are exquisitely tuned to received powerful emotional signals from the environment that get interpreted automatically at the visceral level.The beauty one will be major attractive to others.The principles underlying visceral design are wired in,consistent across people and cultures.If we design according to these rules,our design will always be attractive,even if somewhat simple.Great designs can break the sophistication's rules and survive forever,but only a few are gifted enough to be great.At the visceral level,physical features-look,feel,and sound are dominate.Good behavioral design have four component that is function,understand ability,usability,and physical feel.In most behavioral design,.function comes first and foremost.Getting the function right would seem like the easiest of the criteria to meet,but in fact,it is tricky.The first step in good behavioral design is to understand just how people will use a product.There are two kinds of product development:enhancement and innovation.Enhancement meant to take some existing product or service and make it better.Innovation provides a completely new way of doing something that was not possible before. reflective design covers a lot of territory.It is all about self-image and the message a products sends to others.Reflective-level operation often determine a person's overall impression of a product.The overall impact of a product comes trough reflection-in retrospective memory and reassessment.
