Emotional Design
I’ve been reading Emotional Design by Don Norman on and off for the last few weeks. Here’s some choice ideas from it that I thought were worth remembering:
Norman quotes Sergio Zyman, former CMO for Coca Cola:
“Emotional branding is about building relationships; it is about giving a brand and a product long-term value… Emotional branding is based on that unique trust that is established with an audience. It elevates purchases based on need to the realm of desire. The commitment to a product or an institution, the pride we feel upon receiving a wonderful gift of a brand we love or having a positive shopping experience in an inspiring environment where someone knows our name or brings an unexpected gift of coffee – these feelings are at the core of Emotional Branding.” (pg 60)
This is the most interesting sentence of the book so far:
“The principles for designing pleasurable, effective interaction between people and products are the very same ones that support pleasurable and effective interaction between individuals.”
There’s some wide-ranging implications in that sentence, particularly for someone like me who’s doing quite a bit of interaction design lately. Duly noted, Mr. Norman. More tidbits to come as I work my way through the book.
