However, to go a step further, Norman argues that the "emotional side of design may be more critical to a product’s success than its practical elements".
Assignment 1: Pleasure with Products
This assignment set me thinking of a certain item that we see everyday - Spectacles. Whether it be short-sightedness or long-sightedness or simply a call for vanity, it is a very common sight to see (no pun intended!) people wearing spectacles. (However, with Lasik, it might be a different story nowadays! But let's ignore that for now..)
However, I decided to choose sunglasses instead of spectacles. Sunglasses may be simply accessories to some. But people do use them in sports and importantly, to shield against the rays of the sun. Of course the plea for vanity is still as strong and many sunglasses are becoming aesthetically more pleasing (or not). Whether it be frolicking at the beach, window shopping at Orchard Road or scaling up mountains, guys and girls alike don these items as accessories or basic necessities.
Sunglasses
Visceral
Emporio Armani sunglasses
Source: The Specs Place
Visceral:
Upon first impression, this pair of sunglasses exudes an air of difference from the "norm". (I put it in inverted commas because the concept of "norm" is very subjective. But I'd like to believe and let's assume that the "norm" would be a basic functional pair of no-frills sunglasses). The pink colour of the lenses and part of the frames expresses atypicality. It is contemporary and modern in style. The sunglasses also speak of a daring and edgy fashionista who dares to dare. The working assumption here would be that it is worn by a female (biological female, that is). However, if it were worn by a male counterpart, hmm, that would be a different story :/ Anyhow, the brand of the sunglasses is Emporio Armani and that says alot for itself. It is veryvery branded and therefore very expensive. The letters "EA" at the side of the sunglasses gives it away and this ties in with one of the four components of UX as suggested by Robert Rubinoff - branding.
Behavioural:
With the assumption that the basic function of sunglasses is to shield the eyes from the sun and protect them from harmful UV rays, these EA shades do not have this fundamental capacity. True, these shades may shade the eyes from some bright sunlight. However, beyond that, this particular pair of shades is nothing more than an accessory in all its pink glory.
Reflective:
Very much like the visceral analysis, this pair of sunglasses reflects much of the user's social status. These aesthetics of the shades, coupled with the (very branded) brand and the price, goes to show that the user (or buyer, be it the one and same person or different) is reasonably affluent and of high status. The connotation of the user wearing this pair of shades is that she is up-to-date with fashion and concerned about appearances. (Of course, there is a correlation, whether established or not, between the wealthy and being up-to-date with fashion.)
Behavioural
Oakley BOTTLECAP sunglasses
Source: The Specs Place
Behavioural:
When we talk about usability and functionality (Rubinoff), we understand it to be very much coinciding with the Behavioural aspect of Emotions. I have chosen this particular sunglasses to be an example of a Behavioural response to a product as it is fundamentally very functional and user-centric. These Oakley shades are built to fit and aid its users in the activities engaged in. Naturally, such sunglasses are used in sporting activities like mountain climbing or competitive cycling, where the sun's UV rays are one of the biggest enemies. Oakley sunglasses are reputed to be reliable and long-lasting.
The source website described the sunglasses as: An open-edge design of lightweight O MATTER® frame material, BOTTLECAP offers an unobstructed field of downward view. Patented XYZ OPTICS® maintains razor sharp clarity, even with lens curvature that opens peripheral vision. BOTTLECAP is especially well suited for small to medium-size faces, due to contouring that eliminates the wide corners of conventional frames.
In a nutshell, this pair of sunglasses is lightweight and "surrounds" the user's field of vision - even downwards. This non-obstruction allows the user to be able to catch and see all objects in their pathway, whether it might be a threat or not, while still being shielded from the sun. This particular version of the model, BOTTLECAP, also includes transition lenses which really helps when the user experiences a change in strength of sun rays and brightness.
Visceral:
This pair of shades impacts me as something hardy and forceful. These expensive sports sunglasses gives a feel of aggression and purpose.
Reflective:
The word "action" comes to mind when I analyse these sunglasses. It seems to give the user a sense of dominance and strength - both physical and mental strength. The brand, Oakley, is very trustworthy when it comes to sporting events and activities, especially those of challenging and rough nature.
Reflective
Bulgari Swarovski sunglasses
Source: Lifestyles of the Rich
Reflective:
Costing around US$400, this pair of Bulgari sunglasses with precious Swarovski gems speaks much the user. It could possibly boost the status of the user in that these shades expresses much sophistication and class. I mean, in order for the user to be able to afford these shades is one thing, of course! But to be able to carry it off (and not make it look like a fake), the user has to instrinsically have an air of elegance and confidence to her. Again, we assume that people who possess male orientation both biologically and character/personality-wise will "generally" not choose such shades to wear :)
Tested against time, the brown hue and pattern of the frames has been a long-standing design associated with class. I find that it is very much associated with the wealthy (and probably, older) women. Much like "tai-tai"s! Think printed scarfs matched with these sunglasses!
Incidentally, actress Sharon Stone did buy one pair for herself too :) And they were hand-made and hand-printed specially for her.
Behavioural:
Honestly, I would be a bit worried each time I wear these shades out. The precious gems down the side of the frames would be a huge cause for precaution. Knowing how expensive they are, I am pretty sure the user would have to be extra careful each precious stone is still intact at the end of the day. Furthermore, the lenses of these shades do not really do much shading per se. The UV rays would still be a threat.
Visceral:
One look at the sunglasses and I naturally associate them with the uptown crowd. The intricate design of crystals at the side, plus the fact that the frames are brown, give it an air of elegance and class.
My Reflections
There are times when I look at a product and I feel immediate liking for it where there are also times when I just have no inclination towards any positive feelings for certain products. I thought it was just simply because I "like" and "don't like" them. Now I know it's more than just that. It's about the emotional response to these products. Each person goes through the three different stages of analysis cognitively.
Like how Don Norman writes that the visceral design is more about the appearance - for instance, the EA sunglasses. It boasts of class and difference. With the behavioural design, the functionality and usefulness are priority. The process of using the Oakley shades is pleasurable and ensures satisfaction. Finally, the reflective stage of analysis goes a step further and engages the intellectual mind to think and rationalise its design.
Norman also went on to suggest that other than emotions, there are other components of our response that are important as well: aesthetics, attractiveness and beauty. Imagine if the Oakley sunglasses, no matter how branded and how splendid the performance is, is aesthetically unpleasant. Imagine if it doesn't flatter the user's face. It is highly doubtful that it will be of high demand.
However, at the end of the day, "without emotions, our decision-making ability would be impaired" (Norman). No matter what, we can never escape the fact that our emotions have a part to play in everything we do - whether it be shopping, playing soccer or studying.
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