Multimedia and Design

Multimedia and Design

Experience Design

Advertising is a very important aspect in terms of selling products. Whenever a new product is brought in the market, it is made sure that the advertisement is done in a manner that will prove to be effective for the company and will also help in selling the product and in increasing the sales and revenues of the company. Technology has a played a huge role in making the advertisements attractive; however, the emotional aspect is missing in all the advertisements that are run in today's business. It is important for us to understand the importance of emotional appeal as highlighted by Donald Norman.

'The attractive things work better,' Norman proposed a very interesting example to support this statement. Japanese and Israeli researchers proved that the aesthetic appearance makes us believe that objects work best. They tested different ATM designs with real users. All cashiers had the same buttons and the same duties, but some designs were more careful in the structure, management of the buttons and the screen aspect. Most users considered more attractive teller worked better than the less attractive. Norman explains this phenomenon as follows: "the attractive things that people make us feel better, which leads us to think more creatively. How does that translate into better usability? Very simple, making people can find solutions to their problems more easily. "

Norman goes on to explain how the process by which objects we want to hate or adjusts to three cognitive functions: visceral, conductive and reflective (gigaom.com). Our visceral response to objects is the first instinct that shows. For example, the new BMW Mini produces in people a positive first impression. (Visceral design) is the design aspect that arouses immediate reactions of acceptance (or rejection) toward an object or product whether physical or not. Crush is a kind, is the feeling of "I want", "I need" that cannot be explained rationally because the mechanisms that are triggers for subconscious. Before ergonomics, usability before it can be tested even before confirmation that the object does what it is supposed to do and even if it does but equally irrational awakens the desire to have it. Cognitive response is that the effect is produced by using an object pleasure efficiently. When we see that the Mini is conducted easily, our brain generates a cognitive response.

Behavior assessment is the functional aspect of the design, the quality of use, performance and how this relates to the expectations generated causing or evoking emotions and sensations. It is a slow and rational assessment. Finally, the reflective responses are those that occur over time. There are feelings and recollections that can awaken the use of certain objects: pride when the object denotes social status, nostalgia when we remember the past, etc. (Reflective Design) is the process that relates to the object with the person and his self-image to use or possess the object, product or brand (Norman, 2005). Being reflective involves the emotional, pride, satisfaction and burden of sensations and even values that a ...