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WEEK 7 LECTURE NOTES MARCH 20, 2019

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Page 1: i2DVC SP19 WK7 LECTURE7 NOTES - theadvert.richpalatini.comtheadvert.richpalatini.com/.../2019/01/i2DVC_SP19_WK7_LECTURE7_… · Seductive bottles for drinks and perfume EMOTIONAL

WEEK 7 LECTURE NOTES MARCH 20, 2019

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Introduction To Design and Visual Culture Week 5 Assignments

CHAPTER #3: RE-READ Pages 83-98

And…

LUXURY DESIGN

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Introduction To Design and Visual Culture Week 4 Assignment

CHAPTER #3: RE-READ Pages 83-98

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EMOTIONAL DESIGN THREE ASPECTS

EMOTIONFUNCTION

RELEVANCE RELATIONSHIPx =

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REFLFECTIVE DESIGN

EMOTIONAL DESIGN THREE ASPECTS

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Reflective design is all about message.

Reflective design is all about culture.

Reflective design is all about the meaning of a product and its use.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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It is about the meaning of things.

The personal remembrances something evokes.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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It is about self image.

The message a product sends to others.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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All of us worry about the image we present to others.

And the self image we present to ourselves.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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The reflective delight in showing off a watch and explaining its operation outweighs the difficulties.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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“It is impossible to design a watch that only tells time.”

Del Coates

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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Paintings are more than aesthetics.

They are about the reflective value of owning…or viewing…the original.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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Why is an expensive original painting superior to a high quality reproduction?

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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Paintings are more than aesthetics.

They are about the reflective value of owning… or viewing…the original.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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The essence of reflective design:

It’s all in the mind of the beholder.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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ATTRACTIVENESS

It is a visceral-level phenomenon.

That is, the response is entirely to the surface look of an object.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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BEAUTY

It comes from the reflective level.

Beauty looks below the surface.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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BEAUTY

Beauty comes from conscious reflection and experience.

It is influenced by knowledge, learning and culture.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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BEAUTY

Discordant music can be beautiful.

Ugly art can be beautiful.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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ADVERTISING

Works at either the visceral or reflective level.

Attractive products play with the visceral level.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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ADVERTISING

Sexy automobiles

Powerful-looking trucks

Seductive bottles for drinks and perfume

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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ADVERTISING

Prestige, perceived rarity and exclusiveness work at the reflective level.

Raise the price of Scotch and increase sales.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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Things that an owner is proud of will be displayed prominently and shown to people.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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A good relationship can reverse an otherwise negative experience with a product.

Assisting unhappy customers can turn them into loyal fans.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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Amusement park rides: good example of interplay between reflection and reaction.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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Appeals to those who value the feelings that accompany high arousal and fear and its own sake…

And those for whom the ride is all about the reflective power afterward.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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The whole point is to thrill riders, scare them.

But it must be done in a reassuring way.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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While the visceral system is operating at full force, the reflective system is a calming influence.

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In retrospect the reflective system wins.

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It is a badge of honor to have experienced the ride.

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Would you go on a ride if the amusement park was old and very shabby?

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Once the reflective system fails,the appeal is apt to collapse as well.

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REFLFECTIVE DESIGN

EMOTIONAL DESIGN THREE ASPECTS

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Reflective design is all about message.

Reflective design is all about culture.

Reflective design is all about the meaning of a product and its use.

EMOTIONAL DESIGN THREE ASPECTS

REFLECTIVE DESIGN

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LUXURY DESIGN

EMOTIONAL DESIGN THREE ASPECTS

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The culture code is the unconscious meaning we apply to any given thing –

a car, a type of food, a relationship, even a country – via the culture in which we are raised.

THE CULTURE CODE

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Once an imprint occurs, it strongly conditions our thought processes and shapes our future actions.

Each imprint makes us more of who we are.

The combination of imprints defines us..

THE CULTURE CODE

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An Imprint and its Code are like a lock and its combination.

If you have all of the right numbers in the right sequence, you can open the lock.

THE CULTURE CODE

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Despite our common humanity, people around the world really are different.

The Culture Code offers us a way to understand how.

THE CULTURE CODE

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The Code for Luxury

In marketing luxury items in America,a company needs to make it clear

that it is selling luxury.

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The Code for Luxury

Of paramount importance to selling luxuryin America is supplementing your

product with luxury service.

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The Code for Luxury

Other cultures find luxury in things that are less functional.

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THE CULTURE CODE: LUXURY

MILITARYSTRIPES

The purpose of the stripes is recognition.

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The Code for Luxury

In marketing luxury items in America, a company needs to make it clear that

it is selling luxury.

Page 46: i2DVC SP19 WK7 LECTURE7 NOTES - theadvert.richpalatini.comtheadvert.richpalatini.com/.../2019/01/i2DVC_SP19_WK7_LECTURE7_… · Seductive bottles for drinks and perfume EMOTIONAL

The Code for Luxury

Of paramount importance to selling luxury in America is supplementing your product with luxury service.