Donald Norman Describes himself as "Beauty", saying his new philosophy of design is more neat and fun rather functional. He uses the Felipe Stark Juicer as an example of this. The Juicer looks Sleek, neat and very beautiful and has clear semantics intergrated into it but the only problem is that you can't use it to Juice something as the Acidic Acid takes corrodes the gold plating. Norman says he bought one of these Juicers but doesn't use it as a juicer but rather uses it as a display as soon as you walk in the door because it gives some sense of amazement and contentment when the product is seen. Norman also uses the Global cutting knife as another example; the Global cutting knife looks beautiful and when using has incredible balance. It cuts through food very smoothly and doesn't Tarnish. The knife also brings a sense of contentment and reflectiveness which triggers the users emotion which is intentional as it is "emotional" Design.
There are 3 levels of emotion components when considering in a design is Beauty, Functional and Reflective. With Beauty the product is as at the title describes "beautiful". The product doesn't nessecarliy need to be functionally perfect as the example of the ping pong table. The table has a projector shun on it so that when the ball hits the table the images if fish scatter. The user doesn't benefit from the design in improving his/her game of ping pong but it is fun to play with increasing enjoyment of the experience of the design, in a way people are seeking more enjoyment out of life rather than making tasks easier in contempory society which i think is why products like these are successful. But some products like the Jaguar mentioned in the video are just purely beautiful. The car doesn't function as well as other cars but it looks beautiful inside and out and this is what users want to have, that sense of feeling socially acceptable for a possession of such a beautiful item. From what i understand the theory of emotional design is that of trying to get some sort of extra or different reaction out of a user than you usually would, some sort of contentment or surprise.
