Don Norman sums up three components that define the emotional response that people subconsciously and consciously have with regards to the design of products - Visceral, Behavioural and Reflective.
Throughout the video, Norman informs of his new-found longing to create products centred around the concept of fun.
He drives on about a point of fear and how it pairs with anxiety to paralyze one's mind and in some ways, forces one to focus. However, he counters this point by stating that people do tend to work better when they are happy.
This video will teach designers to not just concentrate on the functionality of their products but the form as well, so as to appeal to the emotions and minds of their users.
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Link to Don Norman's youtube video:
http://www.youtube.com/watch?v=RlQEoJaLQRA
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