1. 01 THE emotional DOMAIN Justin Magee, Senior Lecturer DES307M1

2. 02 designers have moved from the Bauhaus creed of form follows function to one where form follows emotion Grinyer C. 2001 Grinyer Clive, Smart Design: Products that have changed out lives, Rotovision SA, 2001 THE emotional DOMAIN

3. 03 FORM FOLLOWS EMOTION... What does this mean? THE emotional DOMAIN

4. 04 STYLING – Grinyer says not !!?? “Understand the purpose of the product” “Reflects our moods” An object which “gives us joy” Emotion is a “function” of the product and is about “Shape, colour, texture, and operation” Both “Soft” and “Hard” functions from tactile responses to cognitive comprehension. Grinyer Clive, Smart Design: Products that have changed out lives, Rotovision SA, 2001 THE emotional DOMAIN

5. 05 STYLING – Grinyer says not !!?? ? THE emotional DOMAIN

6. 06 STYLING – Norman says “ attractive things work better ” Styling is the vehicle for visual narrative and communicates “operation” through “shape, colour, texture” and describes ETHNICITY GENDER PERSONALITY THE emotional DOMAIN Norman Donald, Emotional Domain: Why we love (or hate) Everyday things., Attractive Things Work Better, 2004

7. 07 Apple MAC iMac 2007 / iPod touch 2007

8. 07 People & Products: How do we relate to products? 3 categories (Desmet & Hekkert 2002) Appealing-ness: Aesthetic, relationship and social attitude Praiseworthy-ness:Social standard, design standard (+ & -) Desirability: To be attractive, To be fun, To be first Desmet PMA, & Hekkert P, ‘The Basis of Product Emotions’, Delft University of Technology Department of Industrial Design. In: W. Green and P. Jordan (Eds.), Pleasure with Products, beyond usability (60-68) 2002 THE emotional DOMAIN

9. 08 SMART MCC Justin Magee for GE Polymer Design Associates 1995/96

10. 09 VW Beetle Designed by Ferdinand Porsche 1930’s

11. 11 SURPRISE

12. 11 Desmet, P.M.A. From Disgust to Desire: How Products Elicit Emotions. In P. Hekkert, D.C. McDonagh, & J. van Erp (Eds.), Proceedings of the third international conference Design and Emotion, 2003 the ‘surprise’ element or the inventiveness/ innovation can strike an emotional link with the user. People like novelty or ‘Smart design’. SURPRISE

13. 12 HugX Justin Magee & Stephen McGilloway 2006

14. 13 Johanna Van Dalen & Tim Denton

15. 14 Johanna Van Dalen & Tim Denton

16. 15 Girlie Concrete Ruth Morrow & Trish Belford 2006

17. 16 DESIGNER considerations There are 3 major aspects which people focus on in life and which affect their decisions. (Ortony et al. 1988) EVENTS Activities or experiences that emotionally affect us AGENTS Feelings towards active parties in an event OBJECTS interest in its attributes Ortony, A., Clore, G.L., and Collins, A. The cognitive structure of emotions. Cambridge: Cambridge University Press, 1988 THE emotional DOMAIN

18. 17 DESIGNER considerations Relationship with the product and the user Relationship of the user with others User perceptions (of product) Social perceptions (of Product or User) Ethnical or cultural perceptions Age and Gender perceptions Ortony, A., Clore, G.L., and Collins, A. The cognitive structure of emotions. Cambridge: Cambridge University Press, 1988 THE emotional DOMAIN

19. END Designers must understand people. Their lifestyles and behaviour, and their concerns, desires, and passions Designers need to understand the emotional domain. THE emotional DOMAIN