Summary of Donald A. Norman's Emotional Design

Please note: This is a companion version & not the original book. Book Preview:

#1 The Japanese researchers found that the attractive ATMs were easier to use. This was surprising, as Israelis are action-oriented and don’t care about beauty. But the results were replicated in Israel, and they were even stronger there than in Japan.

#2 Emotions, and in particular positive emotions, are critical to learning, curiosity, and creative thought. When people are relaxed and happy, their thought processes expand and become more creative and imaginative.

#3 The role of aesthetics in product design is to make people feel good, which in turn makes them think more creatively. This is how product design can be easier to use: it makes it easier for people to find solutions to the problems they encounter.

#4 Human beings are the most complex of all animals, and we have three different levels of the brain that work together to make us who we are. The visceral level controls our everyday behavior, the behavioral level controls our actions, and the contemplative level controls our thoughts.

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