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Emotinal Design
1. Hamed Abdi â May 2020
Emotional Design
Design for Everyday Human Activities
2. Hamed Abdi
Ph.D. in Computational Cognitive Science
Lover of Science, Philosophy, and Art
Passionate about studying and thinking about how
and why people think, feel, behave, and interact in
the real world.
www.habdi.com
2
4. Design is the intentional solution of a problem, by the
creation of plans for a new sort of thing, where the plans
would not be immediately seen, by a reasonable person, as an
inadequate solution.
Glenn Parsons
4
8. Emotion is a disturbance that occurs in the following order:
⢠Cognitive evaluation:The individual assesses the event
cognitively, which cues the emotion.
⢠Physiological changes:The cognitive reaction starts biological
changes such as increased heart rate.
⢠Action:The individual feels the emotion and chooses how to
react.
Richard Lazarus
8
20. Human Processor Model
Parameter Mean Range
Eye movement time 230 ms 70-700 ms
Decay half-life of visual image storage 200 ms 90-1000 ms
Visual Capacity 17 letters 7-17 letters
Decay half-life of auditory storage 1500 ms 90-3500 ms
Auditory Capacity 5 letters 4.4-6.2 letters
Perceptual processor cycle time 100 ms 50-200 ms
Cognitive processor cycle time 70 ms 25-170 ms
Motor processor cycle time 70 ms 30-100 ms
Effective working memory capacity 7 chunks 5-9 chunks
Pure working memory capacity 3 chunks 2.5-4.2 chunks
Decay half-life of working memory 7 sec 5-226 sec
Decay half-life of 1 chunk working memory 73 sec 73-226 sec
Decay half-life of 3 chunks working memory 7 sec 5-34 sec
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21. Neuroscientific Methods
Neuronal ActivityWithin The
Brain (CNS)
Electroencephalogram(EEG)
Magnetoencephalography(MEG)
SteadyStateTopography(SST)
FunctionalMagneticResonance
Imaging(fMRI)
Positron-emissionTomography
(PET)
Neuronal Activity of
The Peripheral
Nervous System (NPS)
Electrocardiogram(ECG)
GalvanicSkinResponse(GSR)
FacialCoding(FC)
FacialElectromyography(FEMG)
OtherTechniques
EyeTracking (ET)
StationaryEye-tracker
Eye-trackerGlasses
Eye-trackersinVRGlasses
Eye-trackingThroughWebcams
Implicit
Response
Test (IRT)
SemanticPriming
VisualPriming
Indoor
Positioning
Systems
Beacons(GPSBased)
Video(CameraLocation)
Neckly(GPSBasedonUWB)
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40. Vitruvian Man
Drawing by Leonardo daVinci
Etymology
Ergonomics = áźĎγον + νĎΟοĎ
Work Natural Law
40
41. Human Factors or Ergonomics is the scientific discipline
concerned with the understanding of interactions among
humans and other elements of a system [humans, services,
processes, things], and the profession that applies theory,
principles, data and methods to design to optimize human
well-being and overall system performance.
International Ergonomics Association
41
46. Mental Models
Mental model is knowledge structure that individuals
construct to understand and explain their experiences.
The models are constrained by the individualsâ implicit
theories about these experiences, which can be more or
less accurate.
Johnson-Laird
46
53. Cognitive LoadTheory
Cognitive load refers to the total
amount of mental activity imposed on
working memory in any one instant.
Cognitive
Load
Intrinsic Load
⢠Manage with
good instructional
sequencing
Extraneous
Load
⢠Reduce with good
instructional
design
Germane Load
⢠Maximize this
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55. CounterfactualThinking
Counterfactual thinking is thinking about a past that did
not happen.This is often the case in âif onlyâŚâ
situations, where we wish something had or had not
happened.
⢠Upward vs. Downward
⢠Additive vs. Subtractive
⢠Self vs. Other
55
56. Izabella Godlewska de Aranda's painting Cosmic Joy!
hints at the idea of many universes.
Image: The Bridgeman Art Library
56
57. CounterfactualThinking
Why do we have counterfactual thoughts?
⢠Risk Aversion
⢠Behavior Intention
⢠Goal-Directed Activity
⢠Collective Action
⢠Benefits and Consequences
Change Behavior
57
58. Behavioral ChangeTheories
Fogg Behavior Model:
B = MAT
⢠Motivation:
⢠Pleasure or Pain
⢠Hope or fear
⢠Social acceptance or rejection
⢠Ability
We are fundamentally lazy
⢠Triggers
58
60. Gestalt laws
⢠Law of Proximity
⢠Law of Similarity
⢠Law of Figure and Ground
⢠Law of Continuity
⢠Law of Closure
⢠Law of Simplicity
60
63. 01. DohertyThreshold
Productivity soars when a computer and its users
interact at a pace (<400ms) that ensures that neither
has to wait on the other.
⢠Provide system feedback within 400ms in order to keep usersâ
attention and increase productivity.
63
64. 02. Fittsâs Law
The time to acquire a target is a function of the
distance to and size of the target.
⢠Make elements you wish to be easily selectable large and
position them close to users.
⢠This law especially applies to buttons, which the purpose of
these elements is to be easy to find and select.
64
65. 03. Hickâs Law
The time it takes to make a decision increases with
the number and complexity of choices.
⢠More choices results in longer to think about these choices
and make a decision.
⢠Simplify choices for the user to ensure by breaking complex
tasks into smaller steps.
⢠Avoid overwhelming users by highlighting recommended
options.
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66. 04. Jakobâs Law
Users spend most of their time on other sites. This
means that users prefer your site to work the same
way as all the other sites they already know.
⢠You can simplify the learning process for users by providing
familiar design patterns.
66
67. 05. Law of Common Region
Elements tend to be perceived into groups if they are
sharing an area with a clearly defined boundary.
⢠Adding borders (creating common regions) around an
element or group of elements is an easy way to create
separation from surrounding elements.
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68. 06. Law of Pragnanz
People will perceive and interpret ambiguous or
complex images as the simplest form possible, because
it is the interpretation that requires the least cognitive
effort of us.
⢠The human eye likes to find simplicity and order in complex
shapes because it prevents us from becoming overwhelmed
with information.
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69. 07. Law of Proximity
Objects that are near, or proximate to each other,
tend to be grouped together.
⢠The law of proximity is useful by allowing users to group
different clusters of content at a glance.
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70. 08. Law of Similarity
The human eye tends to perceive similar elements in a
design as a complete picture, shape, or group, even if
those elements are separated.
⢠Ensure that links and navigation systems are visually
differentiated from normal text elements, and are consistently
styled.
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71. 09. Law of Uniform Connectedness
Elements that are visually connected are perceived as
more related than elements with no connection.
⢠Group functions of a similar nature so they are visually
connected via colors, lines, frames, or other shapes.
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72. 10. Millerâs Law
The average person can only keep 7 (plus or minus 2)
items in their working memory.
⢠Chunking is an effective method of presenting groups of
content in a manageable way. Organize content in groups of 5-
9 items at a time.
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73. 11. Occamâs Razor
Among competing hypotheses that predict equally
well, the one with the fewest assumptions should be
selected.
⢠Analyze each element and remove as many as possible,
without compromising the overall function.
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74. 12. Pareto Principle
The Pareto principle states that, for many events,
roughly 80% of the effects come from 20% of the
causes.
⢠Focus the majority of effort on the areas that will bring the
largest benefits to the most users.
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75. 13. Parkinsonâs Law
Any task will inflate until all of the available time is
spent.
⢠Focus the majority of effort on the areas that will bring the
largest benefits to the most users.
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76. 14. Serial Position Effect
Users have a propensity to best remember the first
and last items in a series.
⢠Placing the least important items in the middle of lists can be
helpful because these items tend to be stored less frequently
in long-term and working memory.
⢠Positioning key actions on the far left and right within
elements such as navigation can increase memoriziation.
76
77. 15.Teslerâs Law
Tesler's Law, also known as The Law of Conservation
of Complexity, states that for any system there is a
certain amount of complexity which cannot be
reduced.
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78. 16.Von Restorff Effect
The Von Restorff effect, also known as The Isolation
Effect, predicts that when multiple similar objects are
present, the one that differs from the rest is most
likely to be remembered.
⢠Make important information or key actions visually distinctive.
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79. 17. Zeigarnik Effect
People remember uncompleted or interrupted tasks
better than completed tasks.
⢠Use progress bars for complex tasks to visually indicate when
a task is incomplete, and thus increase the likelyhood it will be
completed.
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