EVOKE
EMOTIONS
Psychology teaches us how emotions can be effected by the amount of mental stress your user is taking in and color. In order for a designer to understand these concepts, they need to realize there are three different types of emotions: visceral, behavioral and reflective.
TYPES
OF EMOTION
Visceral, Behavioral and Reflective emotions
According to Don Norman, there are three cognitive reactions a designer needs to think about before creating something that can assist with tugging at the viewers heartstrings:
Visceral: the automatic, out of our control, qualities of human emotion
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concerns itself with appearances
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how the design, object, service, etc. makes the viewer or observer feel
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attitudes, beliefs, feelings
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how you want to make your viewer / user feel when using or seeing your design
Behavioral: controlled aspects of human action, where we unconsciously analyze a situation to develop goal-oriented strategies to prove effective quickly
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has to do with the pleasure and effectiveness of use practical and functional aspects of a product, service, or design how quickly your viewer or observer can achieve their goal
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tests can be helpful to improve this aspect of your product or design
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refers to the emotions the user feels as a result of either accomplishing or failing to compete their goal
Reflective: conscious thought of learning new concepts and generalizations about the world
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considers the rationalization and intellectualization of a product, service, or design
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memories and experiences
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what does this product, service, design mean to me?
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impacted my environmental information
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enjoyment and self-expressiveness are influenced
THE
YERKES-DODSON LAW
Levels of stress can change the mood
The Yerkes-Dodson Law suggests that performance increases with mental arousal (stress) but only up to a point. When the stress levels become too high for the individual, the performance decreases.
The bell curve varies however, based on the complexity and familiarity of the task the user is trying to accomplish. Different tasks require different levels of arousal for optimal performance.
With this in mind, it is beneficial to understand the stress your user or viewer could be under while using or viewing your product, service, or design.
The length of the duration of an emotion also can play a part in a persons reaction to a design, product, or service.
COLOR
ASSOCIATION
What color can do to your viewer
excitement, energy, passion, courage, attention
stimulate, create urgency, draw attention, caution, encourage
optimistic, independent, adventurous, creativity, fun
stimulate, communicate fun, draw attention, express freedom, fascinate
enthusiasm, opportunity, spontaneity, happiness, positivity
stimulate, encourage, relaxation, awake awareness, energize, affects mood
growth, harmony, fertility, kindness, dependability
restore energy, promote growth, nurture, rejuvenate
safety, harmony, stability, reliability, balance
relax, balance, revitalize, encourage, possess
freedom, self expression, trustworthy, wisdom, joy
draw attention, inspire trust, suggest precision, communicate consciousness, stimulate productivity
trust, responsibility, honest, loyalty, inner security
reduce stress, create calmness, relax, secure, create order
imagination, spirituality, compassion, sensitivity, mystery
encourage creativity, inspire , combine wisdom and power, create impression of luxury
intuition
compassion, love, immature, playful, admiration
communicate energy, increase pulse, motivate action, fascinate, encourages creativity
reliability, stability, honesty, comfort, natural
stabilize, imply common sense, suppress emotions, create warmth
neutral, practical, conservative, formal, quiet
create sense of composure, depress energy, associate timeless, communicate maturation
power, control, authority, discipline, elegance
hide feelings, intimidate, radiate authority, create fear, associate with mystery
Give the viewer context, to help them understand where to go next
UNDERSTANDING
THE USER
Exit
Error messages let them know they are going the wrong way
Understand your user's existing knowledge
Confirmation Bias refers to processing information by looking for or interpreting information that is consistent with one's existing beliefs. This can often result in ignoring inconsistent information and unintentional decision making. Confirmation bias can lead to errors in information acquisition or processing during systems design. One study suggests that decision matrices (an environment or material in which something develops) are effective tools to reduce confirmation bias.
Heuristic is when a person tries to discover or learn something for themselves. This has a huge impact on confirmation bias, if they guess correctly, they have a positive emotion, if they cannot figure out what to do next, they often get frustrated and have a negative emotion.
Who is your target audience?
What are their beliefs?
What do they know?
How educated are they on your product, service, or design?
Take a side.
Create a journey map (if relatable).
Walk through every task that can be made with your design.
Match between system and the real world
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