In 2003, American cognitive psychologist Donald Norman published a book called Emotional Design (Emotional Design) )” book, before this, his most well-known theory was a study of 1988: Design Psychology.
The biggest role of design psychology is to help companies analyze what users want to do and meet their rational needs. The concept of emotional design looks more “metaphysical”. It is said that at the beginning of the design, the designer must have people who simulate well (targeted users), through emotional responses (emotional responses), emotional experiences (emotional experiences) ) And emotional responses, using empathy and empathy for the user, respecting the user’s feelings, and applying these feelings to the design strategy.
This is a very complicated system concept. If we make this matter simpler, it is: through guessing and Design and control your emotions.
It’s a little scary to control emotions, but you’re actually happy with it.
The reason why you are scared when watching horror movies is because everything the director arranges is to create a so-called “horror atmosphere”, which stimulates your inner fear. Such operation jargon is called “scene scheduling “, is an emotional design. When watching an action movie, you will feel that fighting makes you feel particularly happy, and it is also an emotional scene scheduling.
Use reliable and usable products to go to market, too basic
Maslow’s hierarchy of needs divides human needs into five categories according to levels from low to high like a ladder, respectively It is physiological needs, safety needs, love and sense of belonging, respect and self-realization.
And corresponding to the design of any product in our life, this pyramid can become: reliability, usability, pleasant and Significant.
All of your inseparable devices should be designed to give you a pleasant feeling and contain meaningful design. This matter is still a bit complicated to look at, but it can be clearly explained by taking the most commonly used mobile phone in our lives now. In today’s smartphones, the reliability and usability of functions are almost the same, but if you want people to put it down, you must have a breakthrough in design. In today’s mobile phones being so homogenous, the so-called emotional design requires huge investment to figure out the detailed design of users.
Taking the vivo X50 just released as an example, the industryThe first two-color step will make the camera part more clean, thin and light in visual perception, and the two steps will resolve the total thickness of the gimbal and the convex hull. Now the camera design behind the smartphone has become the third visual point after the battery cover and the middle frame. The two-color lens will make the whole machine appear more dynamic, and it is no longer a dull and similar.
The effect that such a design can have on you is quite straightforward, the most intuitive is whether you look or touch Up, the lens bump of the mobile phone will not appear to be particularly thick, and it will naturally affect your perception of the mobile phone. With the thin and light body, the texture of the whole machine will be particularly light.
The choker on the top and bottom of the fuselage makes the top design of the phone no longer blank, or a chubby round face, or a flat size , Visually reducing the monotony and thickness of the top. It is also available for users to personalize choker laser carving customization, which is also a kind of “emotional control”, or scene scheduling, creating an “exclusive sense” that gives consumers the opportunity to express themselves. The AG craft body with 3 new color combinations can bring a soft and delicate tactile feeling, and a visually hazy feeling. “.
Different colors will have different emotional impacts, and the visual haze will also stimulate imagination in unconscious situations Next, you would think such a handThe machine color matching process is more textured than simple metal or glass, and this texture is actually the imagination that you are guided by the design.
These design adjustments are designed to make mobile phones not only your tools, but also to achieve reliability and usability. Users demand, but hope to be able to give users more emotional choices in an era where consumers’ self-awareness is becoming stronger and more focused on personal expression.
Good design, not hard thinking
Design is based on the designer’s idea. It’s a very rigorous misunderstanding, from the perspective of the enterprise A new product that “can respond to consumer sentiment” requires the accumulation of past experience and long-term observation of consumers.
In the past, vivo has made many mobile phones with bright design, in the era when smartphones have just entered the historical stage, Vivo X1 broke the record of the mobile phone body with the ultra-thin body of 6.55mm and became the thinnest smartphone in the world at that time. In that era, thinness and lightness were the core design labels of smartphones, and they were also an important watershed for making the smartphone’s gripping experience completely demarcate from earlier functional machines.
2018 vivo X23 brings the elegant fashion design of “light aesthetics” to the stage of New York Fashion Week, And was loved by CFDA (American Fashion Designers Association) designers. In early 2020, vivo collaborated with internationally renowned Chinese designer Alexander Wang on the vivo X30 series AW joint limited edition. The fuselage chose the full-mirror design extremely boldly, using chrome plating process, without any extra design and color, so that users can show themselves through the mobile phone.
If you just rationally evaluate the cost or benefit, these attempts are not the optimal solution that a mobile phone company should pursue. Every time you design a prototype and produce a prototype, you need dozens The cost of tens of thousands, and even if it is finally put on the market, mass production reduces the cost and loses money, and mass production is too much to sell and leave inventory to lose more.
But only if the uniquely designed models are truly introduced to the consumer market, can you have the opportunity to obtain far more consumption than the consulting company provides Investigate more real trends in consumer preferences. After all, spending money to buy a new machine is the highest consumer recognition of a product.
Every bold attempt, every product, actually reflects vivo’s insistence on “driven by consumers and design” the rules. It is also vivo that today, with such a serious industry background as smartphone competition and homogenization, it is still possible to make the basis of design innovation that consumers will love in design.
In addition to mobile phones, in the era of homogenization of true wireless headphones controlled by “AirPods” aesthetics, vivo has also made TWS Neo headphones that take into account the design of face value and sound quality.
Why digital devices are difficult to design?
There are many design masters on the world level, especially in the construction and home furnishing industries, but the digital equipment has excellent equipment. Less, because compared to the designer-oriented industry such as the construction industry and the home industry, the digital equipment circle is actually mainly technology-oriented. If a company only pays attention to the reliability and usability mentioned at the beginning of the article, it does not take the design team into account. The realization of “pleasant and meaningful”, as the focus, it is difficult to make a designed digital device.
On the other hand, a smart device like a smart phone, combined with the structural requirements of various performance hardware, also It is difficult to balance the functionality and design beauty of the product.
Take vivo X50 as an example, if you follow the traditional smartphone design logic, it will definitely be “micro-cloud platform” The concession of the new technology finally made the lens of the fuselage extra prominent. The functionality is there, but there is no beauty. Only ordinary glass can be used behind the fuselage in order to be compatible with NFC tags. It is also difficult to make a mobile phone texture. However, these new problems caused by new technologies have been cleverly solved by the design-first approach.
At the end of 2019, vivo proposed the principle of “consumer-driven and design-driven” to make products well. The concept of “design-driven” has risen to the height of corporate strategy in order to continuously improve The cognitive ability of design, I hope that like a professional design school, design thinking as a top-down way of thinking of vivo.
More importantly, this original focus on design is transformed into a body for consumers to express themselves and discover more beautiful things through elegant, orderly and warm designs. Extension.