Discussion on how to make a better experience for the users by Affective design

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What is emotion

Emotion is a physiological reaction of human being to external things. is determined by needs and expectations. When this needs and expectations are met, it produces pleasant, loving emotions, and vice versa, distress, disgust.

Second, what is the emotional design

Emotional design is just a creative tool to express and play the designer's ideas and design purposes, with the development of the Times, this creative tool will become increasingly sharp.

In the Book of Affective design, this paper reveals the 3 characteristics of human nature from the perspective of perceptual psychology: "Instinctive, behavioral, reflective, and puts forward the importance of emotion and emotion for making decisions in daily life."

Three levels of design and product characteristics of the corresponding relationship:

The design of instinct level--shape

The design of behavioral level--fun and efficiency in use

The design of reflective level--self-image, personal satisfaction, memory

Instinct level

Man is a visual animal, and the observation and understanding of shape is instinctive. The more intuitive the visual design is, the more likely it is to be accepted and liked.

Behavioral level

The behavior level design may be we should pay attention most, especially to the functional product, pays attention to the utility, importantly is the performance. The use of products is a series of operations, beautiful interface to bring a good first impression can continue, the key is to see two points: whether the effective completion of the task, whether it is a fun operation experience, this is the behavior level design needs to solve the problem.

4 aspects of excellent behavioral level design: function, accessibility, usability and physical sensation.

Reflective level

Reflective level of design and the meaning of goods, by the environment, culture, identity, identity and so on, will be more complex, change is also faster. This level, in fact, with the long-term feelings of customers related to the need to establish a brand or product long-term value. Only in the product/service and the user to establish the emotional bond, through the interaction affect self-image, satisfaction, memory and so on, can form the cognition of the brand, cultivate the loyalty of the brand, brand become the representative or carrier of emotion.

Third, why the emotional design

1, social development, emotional statement

With the development of science and technology, consumers and manufacturers put forward higher requirements for the product to meet the psychological needs of people. With the increase of people's consumption demand and the increasingly fierce market competition, people's perceptual psychological needs have received unprecedented attention, people are not satisfied with the pure material demand, people's demand is developing toward the emotional interaction level, and "It is an open interactive economic form, The main emphasis on commercial activities to bring consumers a unique aesthetic experience! In the product design of the proportion will be more and more, design more to meet the psychological needs of consumers products, will be the inevitable trend of the market.

2. We like talking to people, not machines.

Humanization is a very important research in the field of human-computer interaction, which takes into account the user's psychological feeling and the design of a kind and friendly text phrase, which is more favorable and sympathetic to the users than cold and stiff words.

The need for emotion may be reflected in a number of ways, such as we want to have more task tips when playing games, or when my power is low enough to remind me to recharge quickly. This kind of more anthropomorphic demand for the system is simply because humans are inherently fearful and unfamiliar with machines-we don't like cold machines, like DOS commands, we like Windows or Mac os--with the Welcome interface we like to talk to people.

When we say, "OK, the copy on this button should be more operational," We're actually saying that our interface should look more like teaching the user how to do it, and when we say, "The copywriting here should be more humorous," We are actually saying that our website should look more like a friendly friend greeting you. The goal of consortium design is to make the man-machine conversation more natural and emotional.

3, everything is to impress you

The real value of products is to meet the emotional needs of people, the most important one is to establish their self-image and their status in society needs.

Love arises when the special qualities of an object make him part of our daily life, when it deepens our satisfaction. And thus the transaction is produced!

Iv. The goal of affective design

1. The emotion of product form

Shape generally refers to the image, form and shape, can be understood as a product appearance of the expression factor. Here, I am more inclined to understand the combination of the intrinsic qualities of the product and the visual senses.

With the development of science and technology, the function of products not only refers to the use of functions, but also contains its aesthetic function, cultural functions. The designer uses the unique form of the product to express the different characteristics and value orientation of the product, so that the users can resonate with the product from the inner emotion. Let the shape impress the consumer's emotional needs.

Beautiful appearance, exquisite interface to enhance the external charm of products, and the fastest delivery of visual information. Visual communication to meet the product's characteristics, function and use of the environment, the use of psychology.

For example: juicy Salir lemon juice extractor (http://tech.sina.com.cn/d/2006-05-26/1127958146.shtml).

2, product characteristics of the emotional

The real design is to play moving, it should be able to convey feelings, remind memories, give people surprise products are the feelings and memories of life.

Only in the product/service and the user to establish the emotional bond, through the interaction affect self-image, satisfaction, memory and so on, can form the cognition of the brand, cultivate the loyalty of the brand, brand become the representative or carrier of emotion.

3. Emotional operation

Ingenious use of the way will leave a deep impression on the emotional will be more like this ingenious idea of the product, this ingenious way of use will bring people a sense of happiness, so that people from different aspects of the pressure, so the user's favor.

V. Application of affective design (case)

1, Holife

Ohlife is simply a private log service,

This service is simply post via email. From a design point of view, Ohlife embodies some bright future features, and perhaps on the Internet tomorrow these characteristics determine how our service upgrades or how to die.

Ohlife will send you an email every day to ask you "How are you today?" What you need to do is to return an email, not very good, today's business is not done, the weekend has to work overtime, Blahblah ...

What's the difference between a traditional log service? The only difference is that the traditional journaling service is that I want to write a journal, to record today's life, and Ohlife is 8 o'clock every night, an old friend sent you an e-mail, "man, how are you today?" So you tell him, it's not bad. The so-called difference, that's all.

But that alone is very different. From the product function, this kind of personification active interaction, break through the traditional interactive design of the user initiative to initiate the operation mode, and become the system and people can actively generate interactive process. The service is no longer a cold interface, but the smooth and silent communication and communication, and this is the true meaning of ixd.

2, Ommwriter

Ommwriter to write the author to create a Zen meditation, focus on creation.

It's a focus-boosting software that allows you to be more focused, relaxed, and enjoyable when writing,

It has two main functions, the first is to provide a writing screen to remove any distractions

The second is to play the silence of the external murmur of music, through the screen and music, so that users into the happy writing of the Small world of mind.

It can bring you into a situation in which the background is quiet and the music is sound;

3, Weather HD

Weather HD is a very popular iOS app that can use the ipad or iphone as a window to get into a beautiful weather environment, allowing users to feel surrounded by nature.

The reason for this is that the application uses Full-screen animation to show the weather to the user, rather than just using numbers and small icons to represent other weather applications. In the premise of clear meteorological information, the design of dynamic weather to give users more powerful visual impact, thereby more real restore the current climate environment. Simulate the real nature scene, do dynamic weather, to create a pleasant product experience for users.

4, two recruitment website advertising examples

After years of recruitment site publicity efforts are quite large, the most impressive is the following two examples:

Zhaopin's ads take on different roles, and each character has a statement that shows how appealing and sympathetic they are, because you can find yourself in those roles. For example, I can not help to search the flexible work of the enterprises have ...

and Chinahr ads did not form a series, just through a strong contrast color, a large copy of the visual impact to try to attract readers, both in the brand communication or design expression on the difference is very far ...

5, closely related to us--social shopping and situational marketing

Some of the vertical shopping communities overseas have begun to try some new methods, they no longer simply take advantage of the so-called social community functions, but further, into some of the social deep application, such as the theme of shopping, emotional shopping, and other forms to build consumer trust, and to try at the spiritual level, rather than the physical level, To impress consumers. These methods, mainly manifested in the shopping guide of the situational and emotional, that is, in the site to set more humane shopping Guide interface, the use of implanted products, weakening the description of the product itself, they often take advantage of some realistic themes, and through a life moment, or a lifestyle of the construction to render the product, The product becomes a kind of taste or style that conforms to this life situation and lifestyle, and thus arouses the consumer's purchase desire. Here, the purchase is because, the shopping guide has stimulated the consumer some kind of realistic emotion, like the identity, the sense of belonging and so on. This more user-friendly shopping site, it is worth looking forward to.

Since the advent of the internet to this day, it is so popular because it is constantly stimulating people's intrinsic motivation. Sometimes we feel that the network is more than reality to meet the needs of our hearts. These applications can make us free from some real, external pressure, it makes us feel relaxed, feel at ease, feel happy, return to ourselves. The expression of our emotions ... Meet the Voice from our inner heart and increase our happiness experience.

As a designer, we have to design emotional products, must first be a love, know how to love life and understand the life of the people. To create a better experience.

Original: http://ued.alimama.com/posts/391