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Don Norman discusses how he shifted to new process of thinking. Where he once would be associated with a product that was usable but ugly he now tries to understand beauty and pretty things and how emotion affects designs and what people think of designs.
He moves away from purely functional objects, to ones that are 'neat and fun' e.g the ping pong table with the fish. The fish aren't functionally essential to play but their addition to the table makes the consumer happy and makes it fun.
But Norman still highly values function for example the knife; he said it's 'wonderful to look' at and well balanced, yet it still fulfills its main function perfectly which is to cut.
Norman divides his theory of emotion in design into three parts; behavioural, reflective and visceral. How our emotions such as anxiety and fear affect how we work, how we make decisions etc. and how if we have a pleasant experience with a product we perceive that it works better. Example is the Mini Cooper, although not perfect people are still told to buy it as it is fun to drive.
Normans view on design raises an important issue that can help designers take into consideration the emotions the consumer experiences whilst interacting with a product. Are they having fun? A positive experience? How can this be improved? Showing designers that, yes function is important, but sometimes somethings beauty can be enough for a consumer to appreciate a product.
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