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THREE LEVELS OF DESIGN,[object Object],visceral  |  behavioural  |  reflective,[object Object]
THREE LEVELS of design,[object Object],Play part in shaping one’s experience,[object Object],Important,[object Object],Require a different approach by the designer,[object Object],visceral  |  behavioural  |  reflective,[object Object]
VISCERAL DESIGN,[object Object],visceral  |  behavioural  |  reflective,[object Object]
QUOTE visceral design,[object Object],“  Package designers and brand managers are looking beyond graphic elements or even the design as a whole to forge an emotional link between consumers and brands  ”,[object Object],The entire success of a product ,[object Object],PACKAGE, not content,[object Object]
BOTTLE OF WATER,[object Object]
VISCERAL DESIGN what?,[object Object],Is what nature does,[object Object],Powerful emotional signals from the environment are automatically interpreted at this level,[object Object],Culturally,[object Object],Perception of “pretty”,[object Object],		Visceral design is all about emotional impact,[object Object]
DOMINATING FACTORS,[object Object],LOOK,[object Object],FEEL ,[object Object],SOUND,[object Object]
DOMINATING FACTORS,[object Object],Physical features,[object Object],LOOK,[object Object],FEEL,[object Object],SOUND,[object Object],These principles are wired in, consistent across people and cultures,[object Object]
VISCERAL DESIGN where?,[object Object],Advertising,[object Object],Folk,[object Object],Crafts,[object Object],Children items,[object Object]
VISCERAL DESIGN: how?,[object Object],About initial reactions,[object Object],Studied ,[object Object],Putting people in front of a design ,[object Object],Waiting for reactions,[object Object],What is the reaction the visceral designer strives for?,[object Object],I want it,[object Object],What does it do?,[object Object],How much does it cost?,[object Object]
BEHAVIOURAL DESIGN,[object Object],visceral  |  behavioural  |  reflective,[object Object]
BEHAVIOURAL DESIGN,[object Object],“Use and performance”,[object Object],Four components,[object Object],Function,[object Object],Understandability,[object Object],Usability,[object Object],Physical feel,[object Object]
BEHAVIOURAL DESIGN,[object Object],FUNCTION,[object Object]
FUNCTION,[object Object],Comes first,[object Object],Product  To fulfil needs,[object Object],Tricky,[object Object]
TRICKY,[object Object],Question: what does a product do, what function does it perform?,[object Object],Answer: it has to fulfil needs,[object Object],Difficult: why ?,[object Object],People’s needs are not as obvious as might be thought,[object Object],Importance for designers,[object Object],Designers have  to watch their customers ,[object Object],	to understand how they will use a product,[object Object]
PRODUCT DEVELOPMENT,[object Object],Enhancement,[object Object],= making an existing product or service better,[object Object],Easiest: comes primarily by watching how people use what exists today,[object Object],Innovation,[object Object],= completely new way of doing something that was not possible before,[object Object],Difficult to access: cannot be evaluated by asking potential customers for their views,[object Object]
CAR CUPHOLDERS,[object Object]
?,[object Object],BEHAVIOURAL DESIGN,[object Object],UNDER-,[object Object],STANDING,[object Object]
UNDERSTANDING,[object Object],The secret ,[object Object],= to establish a proper conceptual model,[object Object],Three mental images,[object Object],Designer’s model,[object Object],User’s model ,[object Object],System image ,[object Object],= conveyed by the product and written material (advertising and manuals),[object Object],The system image of the final design conveys the proper user model,[object Object]
FEEDBACK ,[object Object],“Component of understanding”,[object Object],To givecontinual feedback,[object Object],Computer,[object Object],Amazing: manyproductsgive inadequate feedback,[object Object],To beeffective? ,[object Object],Enhance the conceptual model,[object Object],Indicatingprecisely,[object Object],What is happening and whatremains to bedone?,[object Object]
BEHAVIOURAL DESIGN,[object Object],USABILITY,[object Object]
USABILITY,[object Object],Complex topic,[object Object],“a product that does what is required and is understandable, may still not be usable”,[object Object],E.g. guitars, violins, piano,[object Object],Usage = the critical test of a product:,[object Object],How well does the product perform?,[object Object],How comfortable does it feel to use?,[object Object],Challenge = UNIVERSAL DESIGN,[object Object]
BEHAVIOURAL DESIGN,[object Object],PHYSICAL FEEL,[object Object]
PHYSICAL FEEL matters,[object Object],Designers worry a lot about the physical feel of their products,[object Object],Make huge difference in our appreciations,[object Object],They are critical to our behavioural assessment of a product,[object Object],Physical feel matters: why?,[object Object], We are biological creatures: interaction between our sensory systems and the environment,[object Object]
+ BEHAVIOURAL DESIGN +,[object Object],Human-centered,[object Object],Understanding and satisfying the needs,[object Object],Observation,[object Object],Visceral and behavioural reactions are subconscious,[object Object],Make us unaware of our true reactions and their causes,[object Object]
REFLECTIVE DESIGN,[object Object],visceral  |  behavioural  |  reflective,[object Object]
REFLECTIVE DESIGN what?,[object Object],Message, culture, meaning of a product,[object Object],The image we present to others,[object Object],The essence of reflective design: it’s all in the mind of the beholder,[object Object]
QUESTION functionvsfashion,[object Object]
ATTRACTIVENESS <> BEAUTY,[object Object],Attractiveness,[object Object],Visceral level,[object Object],The response is entirely to the surface look of an object,[object Object],Beauty,[object Object],Reflective level,[object Object],It is influenced by knowledge, learning and culture,[object Object],Advertising,[object Object], can work at either the visceral or the reflective level,[object Object]
REFLECTIVE LEVEL product,[object Object],Shows person’s overall impression,[object Object],Customer relationships play a major role,[object Object],A good relationship  reverse a negative experience,[object Object],Is about long-term customer experience,[object Object],Service,[object Object],Providing a personal touch,[object Object],Warm interaction,[object Object]
THE DEVIOUS SIDE OF DESIGN,[object Object],visceral  |  behavioural  |  reflective,[object Object]
HUMAN-CENTERED DESIGN,[object Object],Test product withpotentialusers,[object Object],Meaningfor the salespersons= reverse,[object Object],= anopportunity to present themselves as rescuers,[object Object],The solutionthroughconfusion is a pure playonemotions,[object Object],For fashion: emotions are key,[object Object]
SALES STRATEGY supermarkets,[object Object],Put the most frequently desired items at the rear of the store,[object Object],Why?,[object Object],Forcing buyers to pass by isles of tempting impulse purchases,[object Object],Regular rearrange the store,[object Object],To visit the whole store,[object Object],Difficult to buy the most desired items,[object Object]
DESIGN BY COMMITTEE VERSUS BY AN INDIVIDUAL,[object Object]
REFLECTIVE THOUGHTS,[object Object],Websites and products  no guarantee for success,[object Object],Conflict between the preferences of,[object Object],the popular audience  ,[object Object],the intellectual and artistic community,[object Object],The best designs come from following a cohesive theme throughout, with a clear vision and focus,[object Object]
CONCLUSION,[object Object],A human-centered approach works well for behavioural design, ,[object Object],but it is not necessarily appropriate for either the visceral or the reflective side,[object Object],Conclusion,[object Object],If you want a successful product, test and revise,[object Object],If you want a product that can change the world: let it be driven by someone with a clear vision,[object Object]
ONLINE DOWNLOAD,[object Object],http://www.slideshare.net/JolienS/three-levels-of-design,[object Object]

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