DRS2012 Bangkok Proceedings Vol 4 - Design Research Society

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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 Because technologies have dramatically been advanced, Sullivan’s philosophy is no longer valid and Rawsthorn (2009) titles her article on The New York Times as “The Demise of ‘Form Follows Function’.”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, toward sustainable consumption through extending the product lifetime (p. 3). IASDR2011 conference: Diversity and Unity, Delft, Netherlands. Helft, M. (2010, 30 June) New York Times: “Microsoft Kin Discontinued After 48 Days” from http://www.nytimes.com/2010/07/01/technology/01phone.html Lakoff, G. (1992) Multiple selves: The metaphorical model of the self-Inherent in our conceptual system, USA Lakoff, G., Johnson, M. (2003) The Metaphor We Live By (p3) USA Chicago, The University of Chicago Press Louie, G. and White, G. (2005) The Audio Dictionary (p140) University of Washington Press 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 Publications Conference <strong>Proceedings</strong> 1723
1724 Conference <strong>Proceedings</strong> Emotion: New DNA in design process Smith, G. (2001) Statistical Control Process and Quality Improvement (4rd ed) (p112) New Jersey USA: Prentice Hall Zaltman, G. (2003) How Customers Think (P37) USA: Harvard Business School Press Zaltman, G., Zaltman, L. (2008) Marketing Metaphoria (P100~101) USA: Harvard Business Press Table 1 Zaltman, G. (2003) How Customers Think (P79) USA: Harvard Business School Press
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