Don Norman humorously explains to us that good design may not always necessarily refer to functionality and practicality, but also the beauty and emotion that are encompassed in good design. A good example in which Don refers to is his special edition gold plated Phillipe Starck’s juicer, which in reality is impractical as the acid from juice ruins the gold plating, but rather used as a decorative item for its beauty and emotion.
Don Norman also explains how anxiousness and fear can also be a good thing, where it allows us to focus more and not be distracted. He suggests that happiness allows for one to think outside the box and improve problem solving.
What I also found to be insightful is the 3 ways Norman explains to make one happy:
The first is the visceral level of processing in which in accordance to biology allows us to adopt preferences, likes and dislikes, it is subconscious and we are unaware of it. Norman refers to us to having preferences such as bright colours, symmetrical face, dislikes such as loud noises, cold temperatures and hot temperatures.
The middle level of processing is the behavioural level and is also subconscious and explains our automatic behaviours. He emphasises that most of what we do and our actions are subconscious and that behavioural design is all about feeling in control, including useability, understanding, feel and heft. For example a high performance sports car allows the driver to feel in control allowing him to feel perfectly comfortable and automated.
The third level of processing is reflective which Norman refers to as the “Super Ego” which he refers to as like a little part of your brain which has no control over what you do, but is rather like a little voice in your head that is reflective. It looks over what is going on and your experiences and tells you what decision you should make e.g. Does this look good or bad? Is it function able or not?
Don Normans talk is insightful into showing us that good design is able to make us happy, even though it may not necessarily function well or is practical, and that good design encompasses beauty.
