Donald Norman and his Experiences - Assignment Example

? Research Paper Assignment 1. Donald Norman changed his mind Engineering and science are based on experimentation and collection of empirical data that are transformed into final products place in the market. Feasibility and usability of the product is considered in developing final products (Norman, 2007). Traditionally scientist hold that any idea or designed and success in the market could be traced back to its cognitive ability and scientific concepts incorporated in its production. Weak products fail while stable designs are successful in the market (Norman, 2007). Donald Norman moved away from mainstream scientific thinking by transforming his quest for enhancement of life. His streams of thoughts analyze an object not merely by its proposed use but its interaction with the user. Beyond serving a use an object has intrinsic ability to appeal to the user’s subconscious. This ability is attached subjectively based on the user moods, preferences and expectations. Norman believes that an attractive design is capable of creating pleasant experiences. He also believes that aesthetically pleasing objects usually appear more effectives by virtue of their sensual appeal. He suggested that although this ability did not influence the usability of the object it however influenced motivation of the user to perform the intended task. Cognitive thought processing takes place in either depth first processing that minimized distractions or breath first processing that takes advantage of the distractions and converts them into creative ideas (Norman, 2007). Cognition is objective since it focuses more on the feasibility of the concepts on which the design is based. This suggests that engineers and designers produce items that are human centered in as far as reducing stress induced by the product since this would interfere with the user’s concentration. For instance, he suggests the use of colored computers and television sets as inducing positive emotional attachment to the user despite performance equivalent to previous models. According to Norman (2007), there is an emotional attachment to attractive things which also creates an emotional appreciation to the stressed people ending up making them feel relaxed. Norman provides correlation between the affective value attached to a product and its performance. Items that are incorporate features such as color, shapes, smell that attract positive emotion in the user motivate better work performance (Norman, 2007). They inspire broad thinking and creativity by increasing tolerance to minor difficulties and flexibility at finding solutions. Pleasure derived from the physical appearance or functioning of the items induces positive effects broadening creativity and tolerance to blockage. He concludes on the notion that attractive things work better which is not entirely based on cognition of usability. According to him a good design must possess both usability and aesthetic value. Marketing considerations must be integrated in the manufacturing process and placement in the market. The items should be functional, affordable and pleasurable to own and use (Norman, 2007). Norman concludes that the positive affects of a design usually enhance creativity and this make those designs which are human centered to be essential for situations or tasks which are stressful and this how Donald Norman emphasized on the importance of design in creating pleasant emotions. 2. Philosophy a crash course Philosophy refers to the academic discipline that exercises reasoning and logic with an attempt to understand reality and develop answers to fundamental questions about life, knowledge, morality and human nature (Irwin and Gracia, 2007). Due its generalized ideas and interrogation of thoughts this field of study is often perceived to ask questions that are rhetorical and interfering with common belief systems. Students shun philosophy out of its complexity and use of reasoning and logic to develop knowledge and test existing systems. Popular culture on the other hand is mainly a making of mass media which gives more audience to popular personality in the society. Both print media and electronic media play a vital role in consumer socialization and their preference in purchasing trends. Philosophical analysis of popular culture and consumer reasoning would explain the philosophy behind widespread product advocacy by celebrities (Irwin and Gracia, 2007). Items with increased flexibility such as portable and modification to fit user needs are more appealing to consumers. Wittkower analyses the market success of the iPod series philosophically. To him this could be attributed the sovereignty attached by the user. It is seen as symbols of social accomplishment and associated with popular lifestyle. Philosophically consumer reasoning is emotionally attached to functioning of the product allowing for creativity in application (Irwin and Gracia, 2007). Manufacturers and engineers of computerized products should consider the intrinsic affective value of their gadgets. Currently philosophy is neglected as an academic discipline being studied only as a preliqusite course. More emphasis should be placed on reasoning and logic as sources of knowledge acquisition rather that current overreliance of learners on existing work (Irwin and Gracia, 2007). Studying philosophy would sharpen problem skills and appreciation of intrinsic value of items. Sub branches such as ethics and aesthetic enhance the learner’s appreciation for social norms and ethical conduct (Baggini and Fosl, 2011). 3. Get ready to be a sales person In the current era of culture convergence there is increased development in information technology. Media has evolved to incorporate larger capacity of electronic and print content. Increased market competition has called for increased creativity with sales persons embracing media as the most reliable platform to reach out to more prospective customers (Evans and David, 2005). In the question quoted the personas are discussing social media which has been over-utilized mainly for entertainment and socialization. As sales representatives, they explore further advantages of sales associated with social media. Ability to reach out beyond geographical barriers and instant feedback to and from the consumer enhance collecting information about market coverage and concerns. This gives an insight to creative options provided on social media besides entertainment and socialization. Manufactures would take less time to penetrate markets that would have taken longer in the absence of interactive media. Youth and working class form the target groups for this type of marketing strategies since they have increased contact with social media. Youths have larger disposable incomes since they do not have other financial commitments majority preferring to spend on entertainment and leisure products. Youthful working class is venturing into the job market preferring to spend on long-term investments such as real estate and vehicles. Social media therefore provides a viable marketing opportunity for manufacturers in this line. Capitalism has resulted to increased competition and tough economic times. Money making activities evolved to explore creative options available. Media utilizes celebrity figures in the society to increase traffic for their content. As result Evans suggest that media socialization on consumers. The adverts emphasize good product experience for the consumer since the celebrities represent confidence which is admired by majority (Evans and David, 2005). As product advocates, they are expected to create idea performance which in most cases is not factual based on product quality. Consumer manipulation in pursuit for larger market has become rampant frustrating efforts to have their concerns addressed. Assignment 2 1. Experience design The oxford dictionary defines emotions as a spontaneous mental state that is often accompanied by physiological changes. It is part of conscious that involves feelings. In electronic gadgets and other appliances usability of the designs is emphasized especially since science and engineering are based on practicability (Norman, 2007). Aesthetic value of an appliance appeals to the intrinsic emotions of the user motivating efficient use. They influence the information processing system in the body but in different parameters as cognition. Emotions are subjective in judging the environment to which positive or negative valence is assigned rapidly and efficiently. Though this may not change the objective aspect of the content being handled by the user it definitely influences their motivation and attitude towards the work (Norman, 2007). Designers and product developers have to incorporate the emotional aspect in their products in order to appeal to more prospective consumers. Products are meant for use in leisure and relaxed environment should carry designs, shapes and color that appeal to positive emotions of the user (Norman, 2007). This motivates increased usage and product satisfaction even though the design does not add significantly to the usability of the products. On the other side products that target usage in more formal environment should reflect the same in the designs and shapes. As suggested by Don Norman using a colored computer makes the user feel more accomplished in their work compared to when performing the same task on a black and white monitor. This implies that adding features that appeal to conscious and emotions is essential in this era of information technology since larger population rely on information technology gadgets to perform their work. The integration of emotional aspects in computers and other digital gadgets has become a necessity due to their widespread usage and slow disappearance of personal interaction among individuals (Norman, 2007). Adding color, flexibility to modify the appearance and shapes that are appealing is likely to lead increased work motivation and creativity. Reducing stressful, distractions and irritating aspects should be minimized. Positive valence on the other side indices broader thinking processes boosting creativity and increased tolerance to minor difficulties and blockages. For the product to qualify as good design it must fulfill both the usability and aesthetic components. Norman emphasizes on his idea by giving the example of three different kettles which to him posses both the emotional appeal and efficiency value. I think this is of significance to producers of items used by consumers on a daily basis especially with the increased market competition and emphasis on consumer satisfaction (Norman, 2007). 2. The philosopher’s toolkit Wittkower (2011) book Ipod and Philosophy analysis’s the phenomenon market success of the iPod gadget compared to others. The iPod represents flexibility to the user that is able to a portable gadget containing a large capacity of music and movies. It poses a threat to other gadgets such as the portable mp3 player (Wittkower, 2011). Designed to appeal to the consumer emotional gratification in personal space and sovereignty the iPod fulfills both the usability and affective needs of the consumer. It makes media more interactive to the user who is in control of the content they here and how they use it broadening creativity. Media is responsible for creating popular cultures that are often associated with social success and influence of the personalities. In this book media products such as movies, print media, radio and music have been analyzed on the basis of celebrity figures that have majorly influenced the area (Baggini and Fosl, 2011). For a philosopher to develop such a tool kit they need to differentiate between reality and non-realistic perceptions created by media through celebrities. Identifying specific differences would enhance discourse analysis of media content (Wittkower, 2011). Basic belief systems and socialization are applied by philosophers in developing radical critique. Empirical data from media such as movies, music and print are usually influenced by social interaction of present times. Therefore in developing a tool kit one would need to have an in-depth understanding of the social aspects that inspired the individual to develop their work (Wittkower, 2011). An in-depth analysis of word usage, pictures and motion in relation to the target consumer group guides in developing a comprehensive understanding of the intents tied to the media content. Applying the philosopher toolkits in the text ‘IPod’ one can come up with a similar analysis of media. However, this task is challenging since some of the information concerning the author and artists involved may not be available. This includes detailed reports on events that inspired creativity (Baggini and Fosl, 2011). 3. Selling product- selling yourself Marketing refers to the act of taking the product to the consumer in an appealing package that influences their willingness to purchase and use the product. The product must take into consideration the consumer’s needs and with emphasis on satisfying. Marketers and product promoters can take the consumer’s feelings seriously by developing a communication platform through which consumers can give feedback on existing products and the modification or improvement they propose to be made on the products. This relationship earns the produces consumer confidence and loyalty. In the book Understanding Media: Inside Celebrity Evan (2005) discuss celebrity lifestyle and their influence on consumer socialization in creating what has come to be referred to as popular culture. Evans (2005) also talks of how celebrities are created or manufactured by media through both print and electronic media which includes television and magazines among many others. To the media, creation of celebrities is like selling a product which markets them to the public. Celebrity activities are presented in the media in a way which influenced the viewers and readers in that they will continue talking of the stated celebrities even in the absence of the media. Media is responsible for creating celebrity figures in the society through biased coverage of their lifestyles and special talents. Media also defines the mode of conduct in public places for public figures making them conscious of their behavior (Evans and David, 2005). Due to the attention given the general public idealized celebrities and even envy hence giving them acquired the power to influence consumer socialization. Producers apply the influence celebrity social figures have on consumers to influence market for their products since they represent symbols of confidence and achievement associated with the product that they promote (Evans and David, 2005). In most instances, these individuals have not experienced using the products. However the commercial adverts as scripted in such a way that reflects a good experience to the prospective consumers hence influencing their decisions to buy the product. In order to maintain the acquired market the producer has to improve product quality to ensure repurchase by customers. Ethical conduct by the celebrity representing the products is essential since negative image is extremely likely to impact negatively on the market since this would elicit negative emotions on the consumer. Although product usability is not affected its affective value is damaged (Evans and David, 2005). Increased production of supplementary products with each trying to win consumer loyalty the have been increased use of personalities in convincing the consumers. As a result, consumers are left to decide on their preferred products since the use of celebrities to appeal to their emotions leaves them feeling as preys by produces and product marketers whose only intention is increased sales. Emotional manipulation is evident by use of celebrities and creating the appeal of consumer satisfaction while the products may not meet these expectations fully. Lack of properly defined consumer relationship concerns and dissatisfactions is not addressed hence neglecting their personal feelings. Evans simply explains how it is hard to understand media in how they create products to market themselves. References Jessica E and David H., (2005). Understanding Media: Inside Celebrity. Open University Press Norman D.A (2007) Emotions and Designs: Attractive Things Work better. The Association of Computing Machinery. Wittkower D.E (2011) IPod and Philosophy. Open Court Publishing Co. Irwin W & Gracia J.J.E (2007). Philosophy and the interpretation of pop culture. Rowman and Littlefield Baggini J and Fosl P.S, (2011). The Philosopher's Toolkit: A Compendium of Philosophical Concepts and Methods. John Wiley & Sons Read More