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Conceptual Understanding: A designer’s ability to provide satisfaction through aesthetic appeal and pleasure can greatly influence the success of a product, service or system. Understanding attitudes, expectations and motivations of consumers plays a significant role in predicting product interaction. Designers need to be empathetic and sympathetic to user emotion, which acts as a critical component to determine how he or she interprets and interacts with a product, service or system.
Attitude in design is the perceptions, feelings and opinions about a product by a user. We want to create products that people love. To make it a pleasure to use – reduce complexity – it’s usable! People become ‘attached’ to a product, they are engaged as a user/consumer in the product which will also develop brand loyalty (if the consumer is satisfied with the product, they’ll come back which obviously increases or maintain sales for a company.
In this TEDx Vid, attachment is created by emotion, so perhaps when we design, we should design to charge emotions.
The four pleasures are used when products are designed to evoke pleasure and emotion.
Design for Emotion
A design strategy that focuses on increasing user engagement, loyalty and satisfaction with a product by incorporating emotion and personality into product design.
Designing for emotion can increase:
User engagement
Product or brand loyalty
Satisfaction with a product by incorporating emotion and personality
Socio Pleasure
Pleasure derived from being part of a group, i.e. gaining pleasure from being in a social group such as a member of the “PC Gaming Master Race” or being a “fan” of “Apple products”.
Other examples include:
Email, internet and mobile phones that facilitate communication between people.
Products may promote social interaction by being conversation starters, for example, jewelry, artwork or furniture.
Clothing can communicate social identity and indicate that a person belongs to a particular social group.
Physio pleasure
Pleasure derived from touching, smelling, hearing and tasting something. Ex.- the way something opens or physically feels like. Common products that invoke this type of pleasure are- knives, boxes, the texture of certain surfaces, the smell of new products like a car.
Other examples include:
wearing a silk garment or the smooth feel of an iPod/iPhone,
taste such as eating chocolate
smell of leather, a new car, coffee or freshly baked bread
Psycho-Pleasure
Pleasure is created when the person thinks about the situation, consciously or unconsciously.
This can be created by intellectual games such as Sudoku or Scrabble that stimulate thinking and give the pleasure of 'winning'. The brain rewards itself with a shot of natural opiates when it sees patterns and learns, making this another powerful motivational approach.
Ideo-Pleasure
Pertains to people's values, refers to pleasure derived from our ideals of life, aesthetics, culturally and others.
Example: IKEA mug that has a groove at the bottom to let the water drain when drying. Examples include a product made from biodegradable materials might be seen as embodying the value of environmental responsibility.
Attract converse transact (ACT) model is a framework used for creating designs that intentionally trigger emotional responses.
Attract (Aesthetics orientated)
How it looks- Get someone to buy a product because they like the aesthetics of the product
When a product triggers an emotion at an aesthetic level with the way it looks can immediately impact on a person.
An example would be when a person takes one look at something and says ‘I want it’, before asking ‘what does it do?’ and ‘how much does it cost?’
Converse (Function orientated)
How it works- Converse is related to interaction with a product (physiological)
When appearance is less relevant and the focus is on how the product should be operated.
When a product triggers an emotion at a interaction level due to the function, usability, understandability and physical feel.
Transact (Personality orientated)
What is your experience/feelings- Your behaviour from the function of a product (psychological)
Evokes personal remembrance, the message, the culture. example a watch being more than just a watch, rather being a fashion statement. A watch tells more than just time.
Personality can also be individual to how a product can triggers an emotion by our personal nostalgia or a special memory. E.g. Old Vintage car, an old song
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