The Study on the Correlation between Emotional Design and Emotion
- Taking the Conditioning Process of Lemonade for Example
Yu-Min Fang
Department of Industrial Design National United University Miaoli, Taiwan FanGeo@nuu.edu.tw
Kuen-Meau Chen
Department of Industrial Design National United University Miaoli, Taiwan Kmchen@nuu.edu.tw
Chao-Wei Hsu
Department of Industrial Design National United University Miaoli, Taiwan warpten27@yahoo.com.tw
Abstract—This research was aimed to explore the correlation between emotional design and the usersrsquo; emotion, as well as to verify the influence on emotional arousal evoked by the features of different designs in the mutual interaction between humans and products. In 2002, as Norman proposed the 3-level definition separately composed of the instinct, behaviors, and reflection of emotional design, these were meant to describe the influential factors happening to the interactive processes between humans and products. In 2003, Desmet proposed an emotional scale titled PrEmo applicable to measure the self-report inventory of the emotion arisen from products. After questionnaire surveys were conducted in accordance with the aforesaid scientific literatures, data were collected with product examples substantially operated. It was meant to analyze the emotional difference arisen from various extents of emotional arousal. Also, the experiment was conducted to discover the emotional difference arisen from userrsquo;s operation on different products with various extents of emotional arousal. Research results were inclusive of the items mentioned as below: (1) During the phase of visual stimulus, the purchase intention arisen from the products with emotional design were typically higher than those of the commodities for daily life; (2) In view of the products with emotional design, the purchase intention after hand-on operation was higher than that before experiencing; (3) After using the products, the satisfaction to those commodities for daily life was remarkably higher than those products with emotional design.
Keywords—design Feature; Emotional Arousal; PrEmo; Emotional Design
- INTRODUCTION
- Motivation and objectives
With advanced living standard and the maturity of manufacture techniques, modern consumers patronized products not only because of the functionalities of commodities, but also because of the so-called “emotional value” with the symbols in line with culture, implication and identity. Through various design methods, modern designers had infused the cognitive meanings, symbolic functions and cultural histories of plasticity into the external features of products [1,2]. To emotionally experience products had
become a prevalent trend in modern design. In 2004, standing on the basis of ergonomic engineering and cognitive psychology, the scholar of cognitive science, Norman, proposed emotional design with the interactive processes between products and users divided into 3 levels, namely instinct, behavior and reflection. Through various levels of design features, products functioned with the purpose of stimulating and awakening the emotion of users toward commodities. It was available to further explain the factors why people were fond of some products [3]. However, were these external features really helpful to enhance the satisfaction and purchase intention of users? How about the influence on users emotional feelings toward products? When emotional contradiction happened between applicability experience and emotion, which one exerted the stronger influence on products? Thus, the research goals could be summarized as below:
-
- To explore the influence on the products with emotional design exerted by applicability experiencing;
- To explore the influence on product preference exerted by the products with emotional design.
- Scope and limitations
The correlation between emotional design and emotion covered quite a broad range, this research was aimed to explore the emotional response and preference variation in view of emotional design and the phases both anterior and posterior to experiencing. Also, by using questionaire surveys and interactive experiments, relevant factors were analyzed.
- LITERATURE REVIEW
- Emotion and Emotional Influence
Emotion was typically described as a kind of mental function. Specifically speaking, it meant a higher level of brain function. As some researches indicated, the patents with an impaired emotional system were unable to conduct some simple behaviors for value determination. Such a situation showed emotion was exactly the significantly underlying basis
for peoplersquo;s behaviors to conduct thinking, assessment and determination [2]. Emotion was never merely a single emotional or mental status. It was featured with intention existing in a relatively short while composed of the elements relevant to the aspects of physiology, behaviors and cognition. These frequently happened to personal demands, goals and the response to something closely concerned [2,4,5].
The emotional feelings of ordinary people toward products were derived from experience and memory. They were also affected by cognitive psychology. Both the manufacturing and academic fields expected to understand the influence on products through the communication mode of the semantic meanings of products. Through design, the semantic meanings could be further imposed on the features of the external appearance and interaction of products. It was allowable whenever users touched products, their positively pr
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情感设计与情感关系的研----以柠檬水的调理过程为例
方玉敏
国立联合大学工业设计系台湾苗栗fangeo@nuu.edu.tw
陈国茂
国立联合大学工业设计系苗栗，台湾kmchen@nuu.edu.tw
徐朝伟
国立联合大学工业设计系，台湾苗栗，warpten27@yahoo.com.tw
摘要:本研究旨在探讨情绪设计与使用者情绪的关系，并验证不同设计在人与产品互动过程中的特性对情绪唤起的影响。2002年，诺曼提出了由情感设计的本能、行为和反映三个层次分别组成的定义，旨在描述人类与产品互动过程中发生的影响因素。2003年，Desmet提出了一个名为Premo的情绪量表，该量表适用于测量产品产生的情绪的自我报告量表。在根据上述科学文献进行问卷调查后，利用实际操作的产品实例收集数据。旨在分析情绪唤起的不同程度所引起的情绪差异。同时，实验还发现了用户在不同的产品上，在不同程度的情绪唤醒下，操作所产生的情绪差异。研究结果包括以下几个方面：（1）在视觉刺激阶段，情感设计产品产生的购买意向通常高于日常生活用品；（2）从情感设计产品来看，实际操作后的购买意向较高。与体验前相比；（3）产品使用后，日常生活对商品的满意度明显高于情感设计产品。
关键词设计特征；情感唤起；预兆；情感设计
一、引言
A.动机和目标
随着人们生活水平的提高和制造技术的成熟，现代消费者对产品的青睐不仅是因为商品的功能性，还因为所谓的“情感价值”，具有符合文化、内涵和身份的符号。现代设计师通过各种设计方法，将可塑性的认知意义、符号功能和文化历史融入到产品的外部特征中[1,2]。以情感体验产品成为现代设计的流行趋势。2004年，诺曼认知科学学者在人机工程学和认知心理学的基础上，提出了情感设计，将产品与用户之间的互动过程分为本能、行为和反思三个层次。通过不同层次的设计特点，产品具有激发和唤醒用户对商品情感的作用。可以进一步解释人们喜欢某些产品的原因[3]。然而，这些外部特性真的有助于提高用户的满意度和购买意愿吗？如何影响用户对产品的情感？当适用性体验与情感发生情感矛盾时，哪一种对产品产生了更大的影响？因此，研究目标总结如下：
（1）探讨适用性体验对情感设计产品的影响；
（2）探讨情感设计对产品偏好的影响。
B.范围和限制
情感设计与情感的关系涉及面很广，本研究旨在从情感设计和体验前后阶段的角度探讨情感反应和偏好的变化。同时，通过问卷调查和互动实验，对相关因素进行了分析。
二、文献综述
a.情绪和情绪影响
情绪通常被描述为一种心理功能。具体来说，它意味着更高水平的大脑功能。一些研究表明，情感系统受损的专利无法进行一些简单的价值判断行为。这种情况表明情绪正是显著的潜在基础。对人们的行为进行思考、评估和决定[2]。情绪绝不仅仅是一种情绪或精神状态。其特点是意图存在时间较短，由生理、行为、认知等方面的要素构成。这些经常发生在个人需求、目标和对密切相关事物的反应上[2,4,5]。
普通人对产品的情感来源于经验和记忆。他们也受到认知心理学的影响。制造业和学术界都希望通过产品语义的交流方式来理解产品对产品的影响。通过设计，可以进一步赋予产品的外观特征和交互作用语义。这是允许的，每当用户接触到产品，他们积极原始的情绪被激发，使用户更接近差距，更好的学习能力可以实现。随着困难的工作变得越来越容易，对工具的抱怨也会减少。
B.情感设计
产品产生的情感与用户体验相关。在DonaldA.Norman撰写的《情感设计》一书中，产品与用户互动过程中发生的情感分为三个层次，即本能、行为和反思。通过三个不同层次的设计特点，产品可以激发和唤醒用户对商品的情感，影响用户对产品的偏好，形成对产品的最终印象。下面的描述是为了解释由3个不同级别所涵盖的设计特征：
本能的水平：它意味着大脑中的下意识行为反应，受到产品外观、质地、颜色和吸引力的影响。这意味着产品的外观吸引了用户的注意，形成了第一印象。主要是为了满足用户的审美需求，激发用户对产品最直接、最积极的情感反应。
行为水平：行为水平的良好设计由4个关键要素组成，即功能性、理解性、可用性和身体感觉[3]。这一水平，连同产品的操作过程，效能和产品体验是相互关联的。产品的可用性主要影响产品的综合性和易操作性，功能是否有效地满足用户的需求，操作过程中的安全需求是否得到很好的满足，使用体验是否有趣。所有这些都对行为水平产生了影响。使用体验的优越性会引起潜意识的情绪。因此，优秀的产品操作经验正是本阶段的关键设计目标。
反思水平：反思水平激发的想象情绪可以超越本能和行为水平激发的情绪，持续相当长的时间。不同于本能和行为水平，反思水平在过去和未来的持续时间中发挥了作用。它是一种受信息、文化、记忆、教育和产品符号影响的大脑有意识的行为反应，决定用户对产品的总体印象。在这一层面上，产品不仅是为了满足用户的功能需求，同时也满足了包括记忆、自我形象、个人满意度和社会文化在内的需求因素。它旨在满足用户在社会、尊重和自我物化方面的需求。
此外，产品和人之间的接触时间可能会使设计特性影响用户。正如张华敏、邓易志[2,6]所指出的，触摸持续时间可分为三个阶段：
（1）直觉阶段：用户首先受到产品外观的影响。
（2）互动阶段：产品和应用中存在的动态关系。
（3）长期体验阶段：在长期的互动下，用户与产品之间的生活情境可以成为一种与长期体验或文化价值的关系。
表1。接触阶段和因素
|
The Touching Phase and Factor |
The Phase of instinct |
The Phase of Interaction |
The Phase of Long-term Experience |
|
Conscious Behavior |
Subconscious |
Subconscious |
Conscious |
|
Emotional Arousal |
Weak |
Moderate |
Strong |
|
Influential Time |
Now |
Now |
Past amp; Future |
|
Design Level |
instinct |
Behavior |
Reflection |
Operational Memory, Self-
Processes, image, Personal
Product Satisfaction, Experience Product Symbol, Efficacy, Past Experience
Design Appearance,
Textures, Attraction Colors,
Key Factors of External
综上所述，在人与产品的接触过程中，受到不同因素的影响，使用经验和外部外观的刺激程度会影响产品产生的情感。如果设计师能够真正理解设计的特点，适当地释放积极的情绪，那么对提高产品的满意度和购买意愿将是非常有帮助的。
C.普莱莫情绪量表
荷兰学者Desmet[7,8]在收集了347个日常生活中常用的情绪形容词后，总结了14种不同的情绪反应，并将产品外观与相关形容词联系起来，进一步被产品设计师筛选。
图1。普雷莫
普莱默量表是一种自我报告的方法，具有产品情感测量功能，适用于情感反应的测量。另外，由于面部表情比文本和口语更适合传达情感，Desmet提出了14种不同的面部表情和肢体语言产品，并通过视觉图像形成了一份清单。因此，它还具有跨文化特点。
D.科学文献综述
在产品与人的互动过程中，情感设计和情感的特征实际上影响着人们对产品的偏好。在实际工作中，如何通过不同层次的设计特点激发用户的积极情绪，提高人们对产品的购买意愿和满意度，是现代设计界对有见地的知识极其需要的领域。
三、研究设计
本研究主要是将“情感设计与情感的关联”大致分为两个主要阶段，即实验准备阶段与范围界定、回顾以往的科学文献、收集实验样本和设计实验内容，以及第二阶段包括实验操作、结果统计和分析。
A.研究方法
本研究主要以使用者对产品的视觉认知刺激和实际体验操作为主要研究对象，分析探讨设计特征与产品偏好的关系。因此，本研究首先是通过回顾以往的科学文献来界定研究范围，分析情感设计特征的三个不同层次的关键因素。
此外，使用Desmet的Premo清单进行问卷调查。在实验阶段，实验内容物的任务是准备一杯柠檬水。通过问卷调查，邀请42名设计院学生分别在直观阶段和互动阶段填写问卷。调查对象对不同阶段的设计特点和使用体验的反应和态度可以了解。
B.样品采集和筛选
本研究以实验内容为任务，制备一杯柠檬水。样本的选择是为了选择功能相同但情感设计强度不同的样本作为选择标准。选择范围主要基于意大利品牌alessi和当地日常生活用品品牌。
表2样品
|
Sample 01- ALESSI - Double Sound Tea Pot |
Sample 02 – Stainless Steel Tea Pot |
|
|
|
|
Sample 03 – ALESSI - Alien Juicer |
Sample 04 – Juicer |
|
|
|
|
Sample 05 – ALESSI-KK Tea Cup |
Sample 06 – Glass Tea Cup |
|
|
|
C.实验实施与分析
本研究以书面问卷调查为主，分为两个阶段。在第一阶段，调查对象被邀请在肉眼观察后回答问卷。在第二阶段，受访者被邀请填写
样本后的问卷按实验任务实际操作。
四、结果与分析
本节对研究结果进行了有序的探索和探讨，分别从情感设计的特点优势和使用经验两个方面对产品偏好的差异进行了探讨。本研究以直觉阶段之反应与态度作为预测资料。随后，以实际体验和样本操作后互动阶段的反应和态度作为测试后数据。利用统计软件SPSS的配对t检验对数据进行了进一步分析。
a.情感设计特征强度引起的产品偏好差异
在本节中，将情感设计的特征强度作为配对t检验的指标变量，比较情感设计在直觉阶段的特征强度，并确定是否可以影响产品偏好，分析结果如表2所示。
表2。情感设计特征强度的配对t检验
|
The Intuitive Phase |
Mean |
Mean Difference |
Significance |
|
|
The Mean Comparison of the Level of Intuition |
Strong Design Feature - ALESSI |
3.576 |
0.857 |
.000 |
|
Weak Design Feature - Local Items for Daily Life |
2.719 |
|||
|
The Mean Comparison of the Level of Positive Emotion |
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