Donald a.norman essay in the book entitled "Why we love (or hate) everyday thing. in the Prologue, Donald tells the story of his three teapot. the first teapot can not be used because his holder nothing and can only be held in the nose only. It created by French artist Jacques Carelman, called the coffeepot: "coffeepot formasochists.". then a second teapot in the collection called Nanna, nana is unique sifatnye squat and chubby. And the third is complex, but the practical "tilt" pot made ​​by the German firm Ronnefeldt. Carelman pot, with the intention, it is impossible to use. the Nanna teapot, designed by renowned architect and designer products. Donald then tells the four designs created by the emotionally Michael Graves, art looks very hardward, but the unit, and better than others, Michael is shown in the collection Seasons Hotel in Chicago.ia designed with various shapes. Donald tried to observe every corner of the site on display for viewing. Donald liked the idea of ​​nanna favorite teapot for entertaining guests, and he also uses while Donald alone.for he choose the best teapot is important to him but that he chooses teapot shape depending on the event. each teapot belonging to Donald no one describes the purpose of its own past, his crusade against objects can not be used. Donald says the factors that designers must consider are: choice materials, manufacturing methods, the way products are marketed,

cost and practicality, and how easy products are to be used, to understand. But what many people do not realize that there is also a strong emotional component to how products are designed and used. in this book, he also believes that the design will be more severe emotional to the success of a product of the elements of practical.Teapots also describe three different aspects of design: visceral, behavioral, and reflective. Visceral design involves itself with appearance. Here is where the excellent Nanna teapot it so enjoy appearance, especially when filled with amber hues of tea, lit from beneath by warming the candle flame. Behavior design has done with fun and effective use. Here both tilting teapot and a small metal ball is the winner of Donald. Finally, the design of the mirror is considered a product rationalization and intellectualization. Donald tells in his book that the Japanese researchers, Masaaki Kurosu and Kaori Kashimura invented the ATM machine at the beginning of the 1990s', which allows us to perform simple banking tasks at any time day or night. they also felt that all versions of ATM is similar in function. Donald has menemuai new research in kajiannye about the impact and emotion. Donald says if the human mind to solve problems, cognitive system will work, so aesthetics can change our emotional state. Until recently, Donald discovered that emotion is a bad part of human psychology explored. Some people think that the origin of the evolution of animal remains. The most precise, emotional as problems to be solved by a rational thinking, logical thinking. And most research focused on negative emotions such as stress, fear, anxiety, and angree. In addition, emotions play an important role in daily life, help assess the situation good or bad, safe or dangerous. As I discuss in the prologue, emotions can help in decision making. Donald said that positive emotions are important for learning, curiosity, and creative thinking, and research today turned to the this dimensions. One opinion striking grand donald: psychologist Alice Grand and his colleagues have shown that I was so happy, expanding thought process and facilitate creative thinking. Grand found that when people were asked to solve a difficult problem the extraordinary "from the box" thinking, people will try to simplify the problem and hide the problem from other people it is trying to show a reaction dam happy and make others happy, and to express to avoid the problem by watching comedy filem. donald tell or talk about how to avoid stress This is a useful strategy to escape from danger,the Donald study he points out that when people are relaxed and happy that they develop the thinking process, these relate to the aesthetics and product design: attractive things make people feel good, that and then make them think more creative.Donald also said That pleasure, happiness, things That harm themselves feel good to make the most dangerous due reflektif.what situation until the feeling happy When, as in roller coaster. If the roller coaster was so scary, why it is so

popular? There are at least two Reasons. First, some people seem to confident in themselves, hire even feel That Challenged the most dangerous thing to know. The second reason is the want to show off feelings: pride in Fear to Dominate and be can brag about it to others. In both cases, the visceral disappointment to Compete to express joy is not always successful, but this increase is still continuing is THEIR enjoyment of travel:enhanced self-image their Because dared to hire limits do an act beyond the Ability of other.Donald some people say everything happens in the brain That process starts from the top it is called "bottom-up" from the bottom while it is called " top-down "layer under the brain function to interpret sensory input and upper body work to interpret the higher thought processes. the brain from the bottom up driven by perception, while the brain from the top down driven by the thought. This process can be changed When included Liquid Chemicals called NEUROTRANSMITTER.Neurotransmitter A do what the name means: It changes the way neurons sending nerve impulses from one nerve cell (Which is across the synapse). Several neurotransmitters dramatically improved the delivery, some longer Prevent the Seeing, hearing, taste, or otherwise detect the environment, aware of other centers in the brain, and release of neurotransmitters appropriate to the Affective. That is the bottom-up activation. Think a reflective and thinking level is sent to Which lower level, in turn, trigger neurotransmitters.The result is all you do That have both cognitive and Affective components of cognitive to assign meaning. You can not escape Affect: it always has. More important, Affective state, Whether positive or negative impact on safety, changes how we think.Donald study when we are in a place for people, we feel worried and felt Uncomfortable and Threatened.