I quoted and summarized some good parts 3:55 "Pleasant thing work better" 4:45 "Fear makes you focus" 5:55 "when you are anxious, you get stuck, if you are happy you get more idea flow into your brain" 8:15 "Behavior design is all about feel of your control. Most are done unconscious"
I have read four books on design psychology written by Norman.The design of everyday things、living with complexity、emotional design and the design of future things...he teachs me a lot about design.
Humorous, entertaining, shrewd in some points, and memorable.Don Norman has used all three emotional designs within his presentation of “emotional design” making this unforgettable lesson. I can only assume that was his intent, just brilliantly done.
My timestamps/notes: 04:37, anxiety - depth first, focused / happy - breadth-first, out of the box thinking, susceptible to interruption. 07:50 Behavioural design - feeling in control, usability, understanding (knowing what to do)
Anyone who likes this TED Talk, I highly recommend reading his books, The Design of Everyday Things and Emotional Design. I'm currently studying Industrial Design, and I can admit that until you read his book, you won't see the world the same again (which is a good thing!)
That is so interesting. I am reading Donald Norman's reading on design of everyday things at 11pm. And I am so tired. But this video makes me energetic again！As a definite type of visual learner, thanks for people who made and uploaded it.
It's weird that so little has changed in the last decade. I had no idea this was a decade old video until I glanced down at the upload date. The difference between 2010-2000 is huge, the difference between 2000-1990 is huge, but the world still looks like 2010 today
i liked the part where he was talking about the link between happiness and creativity - I hadn't thought of that. I've been interested in both subjects for quite some time and hadn't noticed the connection.
I'm studying the Gestalt principles as applied to software design and this lecture falls nicely into place. everything seems to make sense once you understand the basic rules of good design
""Hershey's ghastly problems with its SAP ERP, Siebel CRM and Manugistics supply chain applications prevented it from delivering $100 million worth of Kisses for Halloween that year and caused the stock to dip 8 percent. So I guess a failed technology project can't actually take down a Fortune 500 company for good, but it can certainly knock it around a bit."" www.cio.com/article/2429865/enterprise-resource-planning-10-famous-erp-disasters-dustups-and-disappointments.html
In Chinese restaurants you can leave the lid ajar to signal that it needs refilling. All that teapot does in addition is preserve the quality of the tea by preventing it from soaking the leaves until it becomes bitter. An evolution of a convention.
True, but that's anxiety coupled with dynamism and action - i.e. the energy to drive yourself from the anxious state into confronting the task at hand, handling it and then reaping the pride of a job well done. The problem is when we are anxious, but do nothing to escape that anxiety.
Yes it is JUST a teapot but that's the point. It's simple stuff that look nice and are useable. It's about how good design can be practical and not only that but pretty things make you enjoy the time you spend using them. The teapot is designed differently from the conventional ones and it's smart (and pretty) because of the way it separates the water from the tealeaves.
went over my head. i got what levels/types of thought processes occur when one looks at an object and assesses it's design instictively, i got the breath first/depth first solving part, but could not grasp the answer to the question "what are the 3 ways that good design makes you happy", which is the topic of the talk.
What he talked about was how to design by appealing to 3 different sensibilities of humans. Visceral, which is all about serving instincts. Like how a sudden sound in a horror movie scares us, or a magic show amazes us when we see something out of the ordinary. These instincts have developed over many years and have become part of our subconscious mind. Behavioral, which serves the sensibility that makes conscious decisions. The way we go about our day; showering, making coffee, driving etc. These are utilitarian problems and require simple and effective design which makes life easier. Reflective, which is much more involved thinking about life itself or our identity. We like design which reflects our inner self. The clothes we choose, for example, cater to what we call taste. In all, good design which can appeal to any of these 3 emotional functioning, makes one happy in various degrees.
1. Visceral = subconscious : red, font types, 2. Behavioral = feeling in control : driving a fast car Emotion - good/bad : communicates 3. Reflective - no control of senses or muscles.
The bottom line there is we should know how to develop a design which makes the consumers happy and as a result creates a successful product in the market.
Nice video. This guy speaks what i think of everyday. Why can't everything be designed excitingly. Why does everything have to be so bland and boring...
He is only referring to temporary impulse emotion though. Sure Minis are fun, but after how many times driving it? The emotion that comes from a $13000 watch is mostly ego based and you feel happy because not everyone has a 13k watch - but will it matter the next day? Its important to have good and functional design. But sometimes there is a deeper "divine resonance" reflected in something and imo that is what real design is all about.
Another one misses the point ... you can work on a computer that is ugly and you can work on one that has a beautiful aesthetically pleasant design and the latter will make you feel better while working (which btw is half of Apple's success). Same goes for mp3 players, phones, watches, cars etc. ... the speakers point is that good design can help everyday things make you feel better at doing everyday activities without actually changing the purpose of the tool at hand (the knife reference) ...
@25soraya02 That's kind of the point he's making here -- that what he's said in the past needed to be said, but that there is also room for aesthetics that go beyond the merely practical. Things that serve a particular function need to be first and foremost functional and usable, but they can also be beautiful while sacrificing nothing. And there is room in the world as well for things whose only function is beauty.
Not a bad speech at all but there's one important thing that I think it's missing although I understand the point of the talk was not an "open minding sceneario" rather a sneak peak on how design in terms of aesthetics combined with function can have an impact on our brain but the important thing that is missing here in my opinion is that those principles of aesthetics and visual pleasure that he's talking about are learnt by social behavior and culture, the CASIO kinda watch can be ugly for some people but it's fancy and trendy for some others in the same geographical spot but in different time ages so it's almost impossible to predict or to know wheter a product can be loved or considered "neat" for a broad majority of people but anyway I thought it was a nice speech ^^
Good point! I was thinking the same about the watch example. Here in India, most people aren't that finicky on watches, for instance. In fact, a lot of young people today all over the world choose not to own watches- me included haha.
I have a G-Shock watch. If one knows how to use & abuse it properly, then I will only surmise that the design will be appreciated. The watch worked so well with me!
No. They attached an object on the table (i.e. scissors) to a string and made a pendulum out of it. Then they went to the other string and just waited until the first string (the pendulum) swung into their direction, and caught it.
The teapot is one the most awful reinventing of wheel i've seen in awhile.. First, it is overtly complex for no real function, requires user to carefully rotate the vessel containing hot liquids absolutely right way, it can topple over, the lid will drop off when tilted to pour the tea (i see there is counterbalance weight in the lid but this doesn't not make me feel it is safe) and the worst: you are tilting it, in the direction where there is an opening at the top edge.. Meaning, the liquid level has to be correct, any overfill or even too much tilt in a hurry will pour hot liquids out from the top. The function is to keep leaves out but there is no strain of sift of any kind, just a internal ledge... If you have made tea you will know that not all parts of it float.. so you will have stuff in the water anyway. I don't know if that is meant to be a joke though, it is so stupid and cumbersome, it does not explain how to use by just looking at it. It can not work without further modifications to the internal container shape, lid has to be locked and watertight.. Making it in the end when fully optimized, half effective in it's main task... There are plenty of better solutions how to strain the leaves, like.. i don't know, sifts and strains that collect solids from water, like we have been doing the last, i'm not sure, 10 000 years?
You have a lot of good points, but as a tea drinker I really like it. Most people don't realize that tea leaves should not be left in the hot water - they should be submerged for a particular amount of time. That tea pot allows you to steep the tea properly and then use it without the fuss of a strainer, or removing the leaves, or having to pour it immediately when it's ready. It's self-contained.
Totally agree with you. It is very very dangerous when a designer sees things just want to find it 'interesting', it is definitely not good enough to be interesting for a good design.
Dose the tea pot automatically change orientation because of the weight of the contents full vs empty? Or do the the customers just set it on its side as part of some convention explained to them by the waiter? If the former, it's kind of cool I guess. Otherwise, it's just a tea pot isn't it?
I disagree with his 'reflective' category- the way he pus it, reflective seems to mean being aware of what the other person is going to say about your product choice- that doesn't tie in at all with the word 'reflective' or the idea of reflection. A good talk otherwise. Norman always comes up with good real-world examples- There's a book I read by him some time ago-he comes up with examples that a lot of people seem to miss, such as salt-shakers!
I quoted and summarized some good parts 3:55 "Pleasant thing work better" 4:45 "Fear makes you focus" 5:55 "when you are anxious, you get stuck, if you are happy you get more idea flow into your brain" 8:15 "Behavior design is all about feel of your control. Most are done unconscious"
.
Emotion is just an acting
I have read four books on design psychology written by Norman.The design of everyday things、living with complexity、emotional design and the design of future things...he teachs me a lot about design.
Hi le zhou,
Is it possible to share these books?
I'm really interested in reading them
Looking forward to your response 😊.
2:10 Don Norman. The only person on the planet allowed to use Comic Sans for his presentation. What a legend!
Humorous, entertaining, shrewd in some points, and memorable.Don Norman has used all three emotional designs within his presentation of “emotional design” making this unforgettable lesson. I can only assume that was his intent, just brilliantly done.
ua-cam.com/video/xLfUM4YEs_A/v-deo.html
How to design responsive architecture
My timestamps/notes: 04:37, anxiety - depth first, focused / happy - breadth-first, out of the box thinking, susceptible to interruption. 07:50 Behavioural design - feeling in control, usability, understanding (knowing what to do)
i absolutely love intellectual talks and stumbles like this because it explains the world around you in a different light
Hey, yeah!
Anyone who likes this TED Talk, I highly recommend reading his books, The Design of Everyday Things and Emotional Design. I'm currently studying Industrial Design, and I can admit that until you read his book, you won't see the world the same again (which is a good thing!)
In what way? Could you perhaps elaborate
just loved the way how he told breakdown of visceral, behavioral, and reflective design really shows how thoughtful design can bring us joy.
this guy hit the bong one time, and it changed his life
Watching him enjoying the speech is something that makes this lecture more enjoyous. Loved it :)
That is so interesting. I am reading Donald Norman's reading on design of everyday things at 11pm. And I am so tired. But this video makes me energetic again！As a definite type of visual learner, thanks for people who made and uploaded it.
Silu Chen i am currently reading the same book at 10pm
It's weird that so little has changed in the last decade. I had no idea this was a decade old video until I glanced down at the upload date.
The difference between 2010-2000 is huge, the difference between 2000-1990 is huge, but the world still looks like 2010 today
This video is actually from 2003 so ...
I disagree that the world still looks like 2010 today
It’s about the perfect balance between aesthetics and functionality.
6:44 Visceral
7:50 Behavioral
10:30 Reflective
"if you are happy you get more idea flow into your brain" that was mind-blowing to me. Thank you.
I like to believe that even in something that is simply satisfying to look at (while in a state of nobility) is practical in its own respect
i liked the part where he was talking about the link between happiness and creativity - I hadn't thought of that. I've been interested in both subjects for quite some time and hadn't noticed the connection.
I'm studying the Gestalt principles as applied to software design and this lecture falls nicely into place. everything seems to make sense once you understand the basic rules of good design
That's what I need to learn
""Hershey's ghastly problems with its SAP ERP, Siebel CRM and Manugistics supply chain applications prevented it from delivering $100 million worth of Kisses for Halloween that year and caused the stock to dip 8 percent.
So I guess a failed technology project can't actually take down a Fortune 500 company for good, but it can certainly knock it around a bit.""
www.cio.com/article/2429865/enterprise-resource-planning-10-famous-erp-disasters-dustups-and-disappointments.html
My final notes:
Cognition is understanding the World. Emotion is action, interpretation. Finally, a part of our brain is reflective.
I purchased an industrial component two weeks ago. It was so amazingly beautiful that I purchased a second one just to look at.
Beautifully crafted presentation from a brilliant teacher.
Man it's so fun to learn about design like this, papa smurf really found his way on society
Fairly complex behavioral stuff explained with such simplicity. Impressive...
You know what's beautiful? Anything higher than 480p.
😂😂😂
clip is from 2009, at that time I doubt it was even possible to upload hd
@@avgalani He makes an example with watches, when they were still common use. It's definately an older talk.
The clip itself is from 2003 and even TV networks were just starting to adopt HD.
You know what's beautiful? Not complaining about everything all the time.
That chair that's trying to get its ball back is the coolest thing I've ever seen XD
Speechless but happy! Thank you!
It always gives me a smile whenever I watch this
Don Norman is the Goat
Watching this for a Media Communications class. Easy to understand and entertaining with your little jokes. Well done.
I will buy and read your book "Design and Emotion". The book "Design of Everyday things" helps me a lot as design. Thank you, Mr. Norman!
Send link please, thank you.
Wow, what a beautiful mind that man has....
I find him so intriguing I had to go out and buy his book! It was as interesting as it was informative!
very good presentation he has good points and views about this subject i give it a thumbs up
Feels great to hear such a geniu
Loved this. I always try to preach FUNction in my work.
I can just tell he must be loving his iPhone right now.
I ❤️ the one of the chair 🪑 good one!
Don Norman is a great guy.
In Chinese restaurants you can leave the lid ajar to signal that it needs refilling. All that teapot does in addition is preserve the quality of the tea by preventing it from soaking the leaves until it becomes bitter. An evolution of a convention.
Wow!
Feels great to hear such a genius.
True, but that's anxiety coupled with dynamism and action - i.e. the energy to drive yourself from the anxious state into confronting the task at hand, handling it and then reaping the pride of a job well done. The problem is when we are anxious, but do nothing to escape that anxiety.
Yes it is JUST a teapot but that's the point. It's simple stuff that look nice and are useable. It's about how good design can be practical and not only that but pretty things make you enjoy the time you spend using them.
The teapot is designed differently from the conventional ones and it's smart (and pretty) because of the way it separates the water from the tealeaves.
"If you provide users with a beautiful design that they can appreciate on a subconscious level, you will appeal to them on a visual level."
this guy is brilliant
thanks for the video
went over my head. i got what levels/types of thought processes occur when one looks at an object and assesses it's design instictively, i got the breath first/depth first solving part, but could not grasp the answer to the question "what are the 3 ways that good design makes you happy", which is the topic of the talk.
+bbababonbon..bonfire! I think the answer is "Visceral, Behavioural, Reflective".
Yeah, I think it needs a recap
What he talked about was how to design by appealing to 3 different sensibilities of humans.
Visceral, which is all about serving instincts. Like how a sudden sound in a horror movie scares us, or a magic show amazes us when we see something out of the ordinary. These instincts have developed over many years and have become part of our subconscious mind.
Behavioral, which serves the sensibility that makes conscious decisions. The way we go about our day; showering, making coffee, driving etc. These are utilitarian problems and require simple and effective design which makes life easier.
Reflective, which is much more involved thinking about life itself or our identity. We like design which reflects our inner self. The clothes we choose, for example, cater to what we call taste.
In all, good design which can appeal to any of these 3 emotional functioning, makes one happy in various degrees.
Don Norman is such a visionary and thought leader and yet so wonderfully down to earth!
He just says the obvious. It's like listening to my thoughts out loud.
MY BOYYY DON NORMAN
if more people followed this guys way of life the world would be a much better place
His plank example was really brilliant.
I like this. This is an entertaining talk.
Amazing man Don Norman!
Norman é um bom estudioso da IA. Já emitiu opiniões sobre a o progresso social dos computadores.
that lecture was before they invent the remote clicker, interesting
1. Visceral = subconscious : red, font types,
2. Behavioral = feeling in control : driving a fast car
Emotion - good/bad : communicates
3. Reflective - no control of senses or muscles.
thank you susan i love you xx
The bottom line there is we should know how to develop a design which makes the consumers happy and as a result creates a successful product in the market.
wonderfully brilliant
great contents, thank you
Thats it in a nutshell. People tend to prefer aesthetics and feel-goodness to practicality and reality.
Quite a good talk Don, good work!
yes
A beautiful life !!!
He is in. Robocorp. ❤
Nice video. This guy speaks what i think of everyday. Why can't everything be designed excitingly. Why does everything have to be so bland and boring...
shout out to Don, the pioneer of UX!!!
He is only referring to temporary impulse emotion though. Sure Minis are fun, but after how many times driving it? The emotion that comes from a $13000 watch is mostly ego based and you feel happy because not everyone has a 13k watch - but will it matter the next day? Its important to have good and functional design. But sometimes there is a deeper "divine resonance" reflected in something and imo that is what real design is all about.
Fascinating
I can not find anything on the "Alice Ison" experiment that he is referring to. Does anyone have any information about this?
I’ve traveled back it time when I was in Highschool. Now I got 5 years old son.
Beautiful
Fabulous talk by Don Norman! #ux
Gem Talk!
Another one misses the point ... you can work on a computer that is ugly and you can work on one that has a beautiful aesthetically pleasant design and the latter will make you feel better while working (which btw is half of Apple's success). Same goes for mp3 players, phones, watches, cars etc. ... the speakers point is that good design can help everyday things make you feel better at doing everyday activities without actually changing the purpose of the tool at hand (the knife reference) ...
.
Ummm…at 5:50, HOW they solved the problem????
Our team has years of experience in design and web development and is here to help you out.
@25soraya02 That's kind of the point he's making here -- that what he's said in the past needed to be said, but that there is also room for aesthetics that go beyond the merely practical. Things that serve a particular function need to be first and foremost functional and usable, but they can also be beautiful while sacrificing nothing. And there is room in the world as well for things whose only function is beauty.
i really loved it
Not a bad speech at all but there's one important thing that I think it's missing although I understand the point of the talk was not an "open minding sceneario" rather a sneak peak on how design in terms of aesthetics combined with function can have an impact on our brain but the important thing that is missing here in my opinion is that those principles of aesthetics and visual pleasure that he's talking about are learnt by social behavior and culture, the CASIO kinda watch can be ugly for some people but it's fancy and trendy for some others in the same geographical spot but in different time ages so it's almost impossible to predict or to know wheter a product can be loved or considered "neat" for a broad majority of people but anyway I thought it was a nice speech ^^
Good point! I was thinking the same about the watch example. Here in India, most people aren't that finicky on watches, for instance. In fact, a lot of young people today all over the world choose not to own watches- me included haha.
I have a G-Shock watch. If one knows how to use & abuse it properly, then I will only surmise that the design will be appreciated. The watch worked so well with me!
Im trying to define the concept of creative personality, any suggestions?
powerful.
amazing
I'd love to hear feedback from designers feelings on the aesthetic of SpikeBoarding kinesiology.
wow , that teapot will receive a lot of criticism by the norman you knew in " the design of everyday things"
"a lot" might be an understatement ! :P
Did they cut the strings then tied them together?
No. They attached an object on the table (i.e. scissors) to a string and made a pendulum out of it. Then they went to the other string and just waited until the first string (the pendulum) swung into their direction, and caught it.
06:30 Para terminar um trabalho, você precisa determinar um prazo, certo ? Vc precisa ficar ansioso > Aí teu cérebro trabalha diferente.
"Intense fear paralyzes you. It actually affects the way the brain works. "
lol @ RantKid; well said..
Great TED video again!
Yup...Don Norman
We dislike bitter: love beer and coffee
We dislike hot temperatures: love sauna
We dislike cold: love ice bath 😂
great
great!
07:16 01 - VISCERAL > GARRAFA DE AGUA MINERAL, JAGUAR > 02 - BEHAVIORAL : 03 - REFLEXIVO
But what we REALLY like is when the two of them are present to similar levels in the same product.
The teapot is one the most awful reinventing of wheel i've seen in awhile.. First, it is overtly complex for no real function, requires user to carefully rotate the vessel containing hot liquids absolutely right way, it can topple over, the lid will drop off when tilted to pour the tea (i see there is counterbalance weight in the lid but this doesn't not make me feel it is safe) and the worst: you are tilting it, in the direction where there is an opening at the top edge.. Meaning, the liquid level has to be correct, any overfill or even too much tilt in a hurry will pour hot liquids out from the top. The function is to keep leaves out but there is no strain of sift of any kind, just a internal ledge... If you have made tea you will know that not all parts of it float.. so you will have stuff in the water anyway.
I don't know if that is meant to be a joke though, it is so stupid and cumbersome, it does not explain how to use by just looking at it. It can not work without further modifications to the internal container shape, lid has to be locked and watertight.. Making it in the end when fully optimized, half effective in it's main task... There are plenty of better solutions how to strain the leaves, like.. i don't know, sifts and strains that collect solids from water, like we have been doing the last, i'm not sure, 10 000 years?
You have a lot of good points, but as a tea drinker I really like it. Most people don't realize that tea leaves should not be left in the hot water - they should be submerged for a particular amount of time. That tea pot allows you to steep the tea properly and then use it without the fuss of a strainer, or removing the leaves, or having to pour it immediately when it's ready. It's self-contained.
Totally agree with you. It is very very dangerous when a designer sees things just want to find it 'interesting', it is definitely not good enough to be interesting for a good design.
legend!
Dose the tea pot automatically change orientation because of the weight of the contents full vs empty? Or do the the customers just set it on its side as part of some convention explained to them by the waiter? If the former, it's kind of cool I guess. Otherwise, it's just a tea pot isn't it?
What is the study by this Alice Ison called?
Cade a Legenda?
I disagree with his 'reflective' category- the way he pus it, reflective seems to mean being aware of what the other person is going to say about your product choice- that doesn't tie in at all with the word 'reflective' or the idea of reflection.
A good talk otherwise. Norman always comes up with good real-world examples- There's a book I read by him some time ago-he comes up with examples that a lot of people seem to miss, such as salt-shakers!
Donald Norman é membro da Apple.