· Sometimes good aesthetic design can overshadow what it may lack in function. If it’s fun to interact with, even if it functions less easily, people will still enjoy it.
o Visceral level: in advertising; packaging and marketing can make or break a product. So can aesthetic presentation; the 1963 Jaguar is in MoMA because it’s pleasing to the eye, not because it runs well.
o Behavioral level: subconscious…is about feeling in control of the environment
o Reflective level: superego, has no control over what you do, but is more of the conscience and motivation to do things. For example, a Hummer or an expensive watch will perform the same function as a cheap car or watch, but the reaction from other people, and the feeling you get from utilizing the given object, are different.
· Fear and anxiety can change the way you think, producing neurotransmitters and causing you to be more focused. But relaxation and happiness in problem-solving situations produce dopamine, which makes you prone to creative, out-of-the-box thinking (definitely true for me!)
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