情感化设计

most of us just decide on somthing,but if asked why,ofter dont know

每个人在visceral level是反应相同的，但是在behavioral and reflective level却是不同的，这是设计者设计的难点

We like attractive things because of the way they make us feel. And in the realm of feelings, it is just as reasonable to become attached to and love things that are ugly as it is to dislike things that would be called attractive. Emotions reflect our personal experiences, associations, and memories.

i want it -what does it do-and how much dose it cost?

When a product category already exists, it is possible to watch people using the existing products to learn what improvements can be made. But what if the category does not even exist? How do you discover a need that nobody yet knows about? This is where the product breakthroughs come from.

Tasks and activities are not well supported by iso- lated features. They require attention to the sequence of actions, to the eventual goal—that is, to the true needs. The first step in good behavioral design is to understand just how people will use a product. This team had not done even this most elementary set of observations.

the real challenge to product design is "understanding end-user unmet and unarticulated needs . That's the design challenge—to discover real needs that even the people who need them cannot yet articulate.

Because most people are unaware of their true needs, discovering them requires careful observations in their natural environment. The trained observer can often spot difficulties and solutions that even the person experi- encing them does not consciously recognize. But once an issue has been pointed out, it is easy to tell when you have hit the target. The response of the people who actually use the product is apt to be some- thing like, "Oh, yeah, you're right, that's a real pain. Can you solve that? That would be wonderful." ------一旦你发现了问题之后，通过询问用户是否需要这个需求。立马就可以分辨出这个问题是否为真正的痛点需求。

"Learn once, remember forever," ought to be the design mantra.

What is something with a good system image? Almost any design that makes apparent its operation.---什么是良好的系统图像？ 几乎任何表明其操作的设计。

Usability is a complex topic. A product that does what is required, and is understandable, may still not be usable. Thus, guitars and vio- lins do their assigned tasks well (that is, create music), they are quite simple to understand, but they are very difficult to use.

Universal design, designing for everyone, is a challenge, but one well worth the effort. ----为大多数用户而设计

The fault does not lie with the user; the fault lies with the design.---故障不在于用户; 错误在于设计。

They know too much about the technology and too little about how other people live their lives and do their activities. In addition, anyone involved with a product is so close to the technical details, to the design difficul- ties, and to the project issues that they are unable to view the product the way an unattached person can. -----产品设计人员无法像未接触过产品的用户那样看待产品

Focus groups, questionnaires, and surveys are poor tools for learning about behavior, for they are divorced from actual use. Most behavior is subconscious and what people actually do can be quite different from what they think they do.

The fact that both visceral and behavioral reactions are subconscious makes us unaware of our true reactions and their causes. This is why trained professionals who observe real use in real situa- tions can often tell more about people's likes and dislikes—and the reasons for them—than the people themselves.

Behavioral design begins with understanding the user's needs, ideally derived by conducting studies of relevant behav- ior in homes, schools, places of work, or wherever the product will actually be used.

satis- fying one of my maxims of good behavioral design: it need only be explained once;

from then on, it is obvious. --------好的行为设计只用解释一次，之后会无比显而易见

attractiveness is a viceral-level but beauty comes from the reflective level

Advertising can work at either the visceral or the reflective level. Pretty products—sexy automobiles, powerful-looking trucks, seduc- tive bottles for drinks and perfume—play with the visceral level. Prestige, perceived rarity, and exclusiveness work at the reflective level. Raise the price of Scotch, and increase the sales. Make it difficult to get reservations to a restaurant or entrance to a club, and increase their desirability. These are reflective-level ploys.

一个电影最终的成功往往由一个人的愿景推动，一个产品最终的成功也往往如此

太过以用户为中心的东西将会缺少艺术美，而太不以用户为中心将会失去更多受众，艺术作品都是两者的结合和妥协

如果你想要一个成功的产品，不断的测试和修改它。如果你想要一个伟大的产品，一个可以改变世界的产品，让那个具有清晰愿景的人驱动。后者展现了更多的商业风险，但他却是唯一一个通向伟大的路径