http://www.ted.com/talks/lang/eng/don_norman_on_design_and_emotion.html Chinese subtitle available.

2. Reflective Artwork The Scream, 1893-1910, Munch No. 5, 1948, Pollock

4. Visceral, behavioral , and reflective : these three very different dimensions are interwoven through any design. It is not possible to have a story about design without all three. But more important, note how these three components interweave both emotions and cognition . This is so despite the common tendency to pit cognition against emotion. 交織 認知 使對抗

5. Emotion is said to be hot, animalistic , irrational , cognition to be cool, human, logical. This contrast comes from a long intellectual tradition that prides itself on rational, logical reasoning. Emotions are out of place in a polite, sophisticated society. 嫻於世故的 Nonsense! Emotions are inseparable from and a necessary part of cognition. Everything we do, everything we think is tinged with emotion, much of it subconscious . 潛意識

6. People without emotions are often unable to choose between alternatives , especially if each choice appears equally valid . Do you want to come in for your appointment on Monday or Tuesday? Do you want rice or baked potato with your food? There is no rational way to decide. This is where affect is useful. Most of us just decide on something, but if asked why, often don’t know; “ I just felt like it ,” one might reply. A decision has to “feel good,” or else it is rejected, and such feeling is an expression of emotion. emotion 替代方案

7. One side effect of today’s technologically advanced world is that it is not uncommon to hate the things we interact with . Consider the rage and frustration many people feel when they use computers.

8. Some objects evoke strong, positive emotions: love, attachment and happiness. 喚起 “ Whatever one may think of the Mini Cooper’s dynamic attributes, which range from very good to marginal, it is fair to say that almost no new vehicle in recent memory has provoke d more smiles.”- NY Times 引發

9. Homework assignment #4 Background : A major goal of university education nowadays is for you to develop lifelong learning ability , given the rapid changing design industries (as well as many other fields). It is therefore risky for you to learn from old folks like your professors (unless he or she is young, handsome and energetic like me!) This is just joking!

10. In the almost final phase of this course, I would like to facilitate your own study of design via the Internet. Media: I select the website TED: ideas worth spreading for you to learn design from the major-league players . http://www.ted.com/

11. 鉚接

12. Design 

13. good interface design