On the affective design of Internet products

It is believed that most of the people who focus on affective design topics have seen Norman's emotional design, but Norman talks too macroscopic and too conceptual. I would like to talk about the Internet products emotional design understanding and operating methods.

I understand the emotional design of Internet products is not only a product to be practical, easy to use but also to make users feel happy. When users use this product not only to complete the task (some kind of demand), but also very happy, he will not only produce a good impression of the product, but also to tell the feelings of friends, I think this is the effect of emotional design.

The analysis of affective design, Norman put forward an important point of view "the design of the instinctive level--shape, behavior level design--the use of fun and efficiency, reflective level of design-self-image, personal satisfaction, memory." But this abstract analysis does not provide much guidance to the actual operation. Internet products, often "shape" and "use process" together affect the "instinct level, behavior level, reflective level."

How to make emotional design, I want to make the user feel happy all the factors (in addition to practical, easy to use level) to explore. These factors I think can mainly be divided into product appearance and product information content.

Product appearance: including product tone design and product weight sense design.

Hue refers to the overall tendency from hue, lightness, purity, and warm and cold to form the product to the user's impression and product positioning. For example, the travel site generally with green tone (or blue tone) designed to be refreshing, open, let people see the impulse to walk outside; For example, online customer service products should be designed with warm tone soft, so that users are more willing to communicate. For example, the main food site should be decorated with yellow color green tone, look delicious health.

The weight of the product mainly refers to the product's color, shape and function of the organization to the user to form the weight of the impression, see the weight of the product, this is not described.
Product Information content: The content of the information is not the information structure, but refers to the provision of information content and the message of the design of the user care.

Here, "The provision of information content" is not the product function of the content of the information, but with the user to use the scene may be useful to users of information, is the user expected outside the harvest. For example: According to the departure and destination query train tickets, in addition to find the train and transfer tickets, you can also consider to provide a departure near the railway ticket outlets, the destination train station near the hotel, destination weather, and even consider providing from the beginning to the destination of the carpool information and ticket information, Because the user inquires the train ticket often is in order to arrive there smoothly; if Baidu's web search, people use search is often want to know what, if there is no result, in addition to the current guidance, and then provide the search criteria to ask questions will be better (because Baidu already has "know" this platform). If a product can be used to understand the potential needs of users to provide a more intimate, intelligent services, obviously make users more enjoyable.

Session information is the product of the prompt, guidance information, like products and users in the dialogue, to consider the timing of dialogue and dialogue tone. For example: We can not disturb him when the user does the work, nor can he neglect him when he needs help; in the bank website words should be kind and accurate, and in the entertainment and leisure sites, the words naughty, cute also no harm. In short, let the product "say" words to meet his temperament and wisdom, so that users like and trust.

I think in the emotional design should be "instinct, behavior, reflection" These concepts are lost, and to think about "how to make users feel happy", so that users have more emotional products.

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