In this particular video, Don Norman talks of how in design, aesthetic properties are just as important as practical/functional properties.
Aesthetic properties help the user connect to a product and as such makes the entire experience more enjoyable, there may be many vague, unappealing and generic products that are available that have exactly the same function but Don Norman's talks of how if a user can connect to a product through aesthetics the product truly does increase in usability and the entire process becomes more enjoyable.
Don Norman believes three levels of responsive emotion are responsible for our attitudes towards the aesthetics of a product, Both the Reflective and Behavioral are levels of subconsciousness which highlights the fact that most of us don't really think of why 2 aesthetically differing products that offer the same function and work the same way feel different to use, why the experiences of using one product or another changes. The third level is Visceral which is the instant reaction to a direct appearance which is on a more conscious level, such as colours and form.
IMAGE: http://www.fi.edu/winners/2006/dnorman.jpg
VIDEO: http://www.youtube.com/watch?v=RlQEoJaLQRA
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