In this "Multimedia and design" essay, the author describes points of view and thoughts about this issue of three different authors. Norman (2004) in his book “Emotional Design” has given knowledge about the Psychology behind the design whether people think it bad or good. Norman in his book referred to three levels of processing such as visceral level, behavioral level, and reflective level. He justifies that how emotions impact their decisions and design. Visceral design of goods concerns the appearance of things. Materials, sounds, texts and smell are all features, which determine the relationship of consumers with objects. People attract the goods because these look good. Focus in the “Emotional design” is given to move the thinking from practical to products and services, which are enjoyable and give pleasure and fun to consumers. When Norman speaks on the design, he makes efforts to relate the users’ perception about the performance of objects and does not concern the visual sense of objects. It is also justified that Norman looked on the both sides of the story.
Dichotomy approaches of objective and subjective are also focused in the Norman’s work. Norman’ book also concerns the emotional designs. Norman already wrote three books, which support to understand the authors feelings expressed in the current book. The work of the Norman is motivating and influencing in the field of design of objects. However, several shortcomings are also displayed which impact the quality of work.
Young ideas are also problematic in reference to the theoretical framework of Norman. For example, Norman defined the positive and negative impacts, which were produced at the visceral level. In the later sections, he contradicted the definition about visceral level and added it two other levels such as behavioral and reflective. Three levels about design of objects demonstrate the overlapping from his discussion and render the precise of categorization in suspect. Instead of the flaws in the “Emotional Design” a vivid canvas is created that integrates the emotional facets into the field that is dominated by the technical concerns. Both subjective and objective approaches are illustrated through the examples. Innovation arise from the changing business needs and does not involve the emotions. For example, advent of colour TV was the demand and emotional needs of the users in the market 2. THE PHILOSOPHER'S TOOL KIT II (Wittkower) In the book of Wittkower (2008) the most part concerns the iPod and philosophy as an icon of ePoch. People differed mainly in concepts and theories on philosophy. Main theme of philosophy concerns the personal reflection and respond based on the experience. Core philosophy is thinking of human ability that enables people to invent, understand and respond to the questions. Association between philosophies is increasing in the context of academic learning. The close association between computer engineering and computer science also shapes popular culture. The culture of iPod emerged since 2001. Needs and demand of the people on the design of everything is also revealed. Therefore, this world is also designed in a way that very designed thing can be touched, felt and tasted. Not all the new innovative things are developed at once, but according to requirements and demands. Philosophy refreshes our minds for new things and concepts, and uncertainty about philosophy is most vital considered. Now a day the