[Book] Emotional Design: Why we love (or hate) everyday things

The Norman’s book Emotional Design: why we love (or hate) everyday things is certainly praised by designers and non-designers.

Truly, it has made me a better person (I would never say that I’m now a better designer since I’ve just read a book). But yes, that’s the positive feeling you can get after reading it. You will feel like an alive and creative animal which understand the emotions through design and technology.

The book is full of examples, (figurative) pictures, experiences, and situations to illustrate why without emotions, your decision-making ability would be impaired.

There’s a kind of anachronistic tone in his view of design. He splits it in three different levels:

  1. Visceral: visceral design is about the initial impact of a product, about appearance, touch, and feel.
  2. Behavioural: is about use, about experience with a product: function, performance, and usability.
  3. Reflecive: is about long-term relations, about feelings of satisfaction produced by owning, displaying, and using a product.

explaining why attractive things really work better: beauty and usefulness are inside everyone’s mind when we look at objects. Even if we would dislike something there’s always a strong emotion behind which affects to the interaction and the perception.

So interesting, so recommended… and ready for the next one.

By Carmel Hassan Montero

Product Designer and Computer Engineering graduated from the University of Granada. I'm based in Málaga (Spain), working remotely designing at Honest. I'm also a proud founder of Yes We Tech, and support tech events that care about promoting diversity and equality among its members.