The value of emotions in working with design

According to Don Norman

Don Norman (Don Norman) is a cognitive scientist and design critic, Vice President of Apple; Business Week called him "one of the most influential designers in the world. Don Norman is the author of many books of design and psychology: The Design of Everyday Things, The Design of Future Things and Emotional Design: We Love (or Hate) Everyday Things.

In his book Emotional Design: We Love (or Hate) Everyday Things, the author says that a beautiful design can cause a positive emotional response, which improves our cognitive abilities.  “Attractive things make people feel good, which in turn makes them think more creatively. How does that make something easier to use? Simple, by making it easier for people to find solutions to the problems they encounter”.
Don Norman has always been trying to eliminate inconsistencies between the established vision of a product by designers and the desires of consumers. Today he is a strict and tough critic, who is always on the side of consumers. Let's talk about the levels of perception that, according to Don Norman, form the basis of design that can make people happy.

According to Don's speech at TED Talks, there are three levels of cognitive perception: intuitive perception, behavioral perception and reflective perception. Information processing at this cognitive levels gives a person various knowledge of the world and experience of interaction with the world.

Intuitive perception of processing information means visceral-level design - unconscious perception of signals from the environment. For example, bright colors give us positive emotions, and loud noise causes discomfort. Impressions received on an intuitive level directly influence our emotions. The beauty is one of the components of design, which makes people happy by influencing unconscious attitudes.

According to the behavioral perception (behavioral design) a person perceives the behavioral design of the object. “Behavioral design is all about feeling in control, which includes usability, understanding, but also the feel and heft”. This level is the basis of human life that controls our behavior. Like the previous one, it is also unconscious. It means that we can walk, drive a car, type on the keyboard and do other well-learned actions.

Reflective perception characterizes the high stage of human development. Our brain can reflect on its own operations. This level is the basis of conscious thought. We can learn new concepts and generalize information about the world. At the third level of perception, a person evaluates an object with the help of consciousness and forms a certain idea about it.

Emotions are the basis of our personalities, so when we are working with design we should consider them.