EMOTIONAL DESIGN DONALD A. NORMAN

          In the famous book written as a result of Donald A Norman depictions of the priority functions over other considerations, but rather in the design of the emotion which the Norman asserts that emotional side of design may be critical to the success of the practical elements. In addition, in accordance with the basic thesis that Norman also is an attractive product makes people work better. Moreover, Norman's opinion that the design is a beautiful and has its own function and can produce products that can make people feel good and are interested in and then in turn put people in an open-minded community to be more creative and can seek solutions to their problems. According to the book again was more happy people more effective and easier to find an alternative or solution to solve any problems they face and indirectly become tolerant only minor difficulty for them. Beside that, this view was accepted in the business world with more widely.For example can be shown is Postret (2004) argued that the same "look" and "feel" where people are more important than what we think.

       In the meantime, the book also says that at the basis of Norman pointed out that work in tandem with emotion and cognition-related consumer products. Emotion and cognition is becoming more developed to provide interaction and mutual complement of each other. This is so because cognition to interpret the world's leading emotion is a system based on what is good or bad and what is safe or dangerous, and this could indirectly make people make better value judgments, to live on earth. Simply cognition and understanding and evaluation of effectiveness and with them in forming a strong team. The book also expressed that this idea fit with the cognitive science literature art in which cognitive science shows that emotions can not be separated from cognitive design.

        At the same time, issues outside the load function of the aesthetic elements that appeal to the emotions is critical in the design development. Thus, Norman suggests that good product design must meet or approach has both affective and cognitive growth. Furthermore, in a book that Norman has his views and suggested that there are three stages in the design that is visceral, Behavioral and Reflective. Adding more the first stage is the stage where this level include the visceral aspects of the sense of how things look, feel, smell and sound. This stage also allows people to make rapid judgments about what is good or bad and what is safe or dangerous. In addition, visceral design also poses immediate and powerful response involuntary and in semi-conscious. At this slevel the signal from an environment of strong emotions can be interpreted automatically. Product design that is characterized by visceral allows products tend to evoke positive emotions in humans, especially the consumers. According to the second level of reconsideration will Behavior point where consumers form their perceptions on certain products through the use of the product. This is so because the performance is very important product to the consumer and the next major product designers must ensure that the product is easy to use and visualize. In this stage the behavior is a site of human behavior where actions can be enhanced or inhibited by the top level of the reflective and thus it can improve or prevent visceral level but the behavior very sensitive to experiences, training, and education. In Norman's writings also say that good behavior in the design must be an important part of the design process at an early stage.

         According to Norman's third tender is reflective level. For information and more information third level is the level where the product has given meaning to the consumer and the products were donated to the feel of how the natural identity of users through the use of its products from time to time. This level also plays a large role in incorporating design elements reflective of the interaction products of the three stages of design to bring led to the height emotional design. However, the appeal to emotional needs of new users are not true to the marketing. Similarly, reflective design concept which states that the object of human life is more than mere material wealth is not true to the marketing literature. After putting together the theory of Norman design focus is to design practice by providing examples such as ola soccer league coach of the country. This example shows the concrete principles of design in which there is a verse that says that they have to be very functional to deliver the message to be understood between the coach and their staff.

        

            As a result, simply a book written by Norman from the first chapter to chapter three of the best states that products can be developed to integrate the three aspects of the innovative design. In addition, this book is to educate designers and show that product design is more than visceral design as conventionally practiced. A successful design has to excel at all level.