DRS2012 Bangkok Proceedings Vol 4 - Design Research Society

Cliff SHIN
decision about how something tastes is a visceral judgment that can’t be
improved by cogitating about it. Thinking about it only generates irrelevant
information that essentially jams up our intuitive, emotional reaction. (Chabris, C.
and Simons, D., 2010)
Because emotions are crucial components for decision making, it is not an option to
bypass relevance of emotion to design process.
Conclusion
There are 3 elements that help to execute and accomplish the emotional sustainability;
1. 'Security Blanket Theory': Providing psychological comfort to the users and the
product lasts longer by adding feeling or emotions as design elements obtained
from the users.
2. Metaphors reveal the vital cues for what the customers genuinely want and
mean.
3. 'Emotion Equalization' is required in the design process in order to make the
product last long.
Architect, Louis Sullivan stated his philosophy as “form follows function” and it has been
one of the major principle in design industries too. Because technologies have
dramatically been advanced, Sullivan’s philosophy is no longer valid and Rawsthorn
(2009) titles her article on The New York Times as “The Demise of ‘Form Follows
Function’.” Rawsthorn made the same argument that advanced technologies are no
longer constrained to certain shapes. Advanced technologies have been blamed for
absent of feeling in our society. It is time to shift design paradigm to “form follows feeling.”
When the designers know more about emotions they can design the products last longer
and help people to make the better decision. Renvoise and Morin (2007) stated that: “if
your customer cannot easily remember your message, how can you expect them to
choose your product? That is why ignoring your audience’s emotions is not an option.”
References
Black, R., Miniard, P., Engle, J. (2001) Consumer Behavior (9 th ed) (p81) Ohio USA South-Western
Chabris, C. and Simons, D. (2010) The Invisible Gorilla (pp.237~238) New York USA Crown
Ganapati, P. (2010, 30 June) Wired Magazine: “4 Reasons Why Microsoft’s Kin Phones Failed” from
http://www.wired.com/gadgetlab/2010/06/four-reasons-why-microsofts-kin-phone-failed/
Gulden, T and Moestue, C (2011, 31 Oct.) Context of Experience (COE): A psychology-based design tool,
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Lehrer, J. (2009) How We Decide (p99) New York: HMH Lindstrom, M
Rawsthorn, A. (2009, 30 May) New York Times: The Demise of ‘Form Follows Function’ from
http://www.nytimes.com/2009/06/01/arts/01iht-DESIGN1.html?pagewanted=all
Pradeep, A.K., (2010) The Buying Brain (p127) USA New Jersey, Wiley
Renvoise, P and Morin, C. (2007) Neuromarketing (p16) New York Thomas Nelson
Saaty, T. (2000) fundamentals of Decision Making and Priority Theory (pp5~7), USA Pittsburgh, RWS
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