Excellent design is a kind of communication between designers and users, and the needs of users should always run through the whole design process. But this does not mean that the usability of products can override other factors. All great designs seek balance and harmony among artistic beauty, reliability, safety, usability, cost and performance. Design can be a magic weapon for products to win in the competition!
I'll show you a book <; Design psychology > Table of Contents
Chapter I Design Problems in Daily Necessities
To understand the operation method, You need to get an engineering degree
troubles in daily life
commodity psychology
design principles of understandability and usability
poor designers
contradictions brought about by technological progress
Chapter II Daily Operation Psychology
Misblaming yourself
Wrong ideas in daily life
Finding the wrong person to blame
The essence of human thinking and explanation. Seven stages of action
gap between implementation and evaluation
Seven stages of action used to assist design
Chapter III Knowledge in mind and external knowledge
Accuracy of behavior and inaccuracy of knowledge
Memory is knowledge stored in mind
<: < Look at the detailed table of contents
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What Design Psychology is about, and what it is about ..
The content is important
When we don't know how to even the simplest things-such as light switches, telephone buttons and even the opening and closing of doors. This book is really liberating: it tells us that it is not your fault, but that product design ignores the needs of users and the principle of psychological cognition. Poorly designed products cover all aspects, from the control problems that are not easy to see, to the unreasonable matching between control and function, and even the lack of sufficient feedback and help to users and unreasonable requirements for human memory. Wrong examples can be seen everywhere.
The goal of design should be to guide users to naturally do appropriate operations at the right time and in the right place. This book emphasizes the user-centered design philosophy, hoping to enhance the demand and awakening of consumers and designers for easy-to-use and easy-to-understand products, because safe and easy-to-use design is the key element of future product competitiveness.
understanding of design psychology
the concept of design psychology: design psychology is a theoretical course for design majors and an internal discipline that designers must master. It is based on psychology, and it is a knowledge that affects people's psychological state, especially their needs. It also studies people's mentality in the process of design creation and the psychological reaction of design to society and social individuals, which in turn acts on design.
several problems in design psychology
2. brief questions:
1. internal factors affect external factors. Psychology influences behavior as the leading factor. At the same time, external causes will also lead to changes in internal causes, thus affecting behavior.
2. Studying users' psychology can not only provide users' direct needs but also provide users' potential needs, so that users can want to use this product if they are comfortable. According to people's behavioral psychology, design is the principle of visibility, and grasping the things involved in this principle can make users understand how to use it at a glance.
Question and answer:
1. In human consumption behavior, a few perceptual consumption drives most rational consumption. The distribution of customer groups forms a normal distribution curve (the curve is similar to the vertical profile of A-cup girls lying flat, oh, well, there is nothing in the brackets ...), and it can be divided into five types of roles, innovators (accounting for 2.5%); Early adopters (13.5%); Early followers (34%); Late followers (34%); Laggards (14%).
2. Maslow's hierarchy needs theory divides needs into five types, which are from low to high like a ladder and ascending step by step, namely, physiological needs, safety needs, emotional and belonging needs, respect needs and self-realization needs.
3, (1) consumption customs, (2) religious beliefs, (3) moral norms, (4) values, and (5) aesthetic concepts, these complex factors synthesize the buyer: when he saw this thing, he had a flash of light: "This thing is what I want."
4. Attitude is: (1) Experiential. Differences in attitudes among individuals are often caused by different experiences.
(2) tendency. Attitude always has a certain tendency and activity trend. Social constraints. The individual's attitude is closely related to the group to which he belongs.
(3) relative stability. Under normal circumstances, it will not change easily.
(4) variability. Attitudes are also variable. Attitudes change in degree and nature.
5. How to understand the structure of attitude? First of all, we need to know why I want to understand him, that is, to solve people's problems: different functions of attitude are related to different internal needs of individuals. There are individual differences in the formation and change of attitude. Therefore, in order to effectively form and change a person's attitude, it is necessary to understand what the internal psychological needs that govern this attitude are. This individual difference must be understood for individuals and thus extended to groups. The structure of attitude is * * *: commodities, trademarks, advertisements, etc., measurable independent variables. To the intermediate variables, emotion, cognition and behavior tendency. There are measurable independent variables: the language expression of human emotions, the language expression of beliefs and the expression of behaviors.
6. A Simple repetition:
Experiments prove that repetition may develop a positive attitude.
bConditional learning:
If a trademark and product name are repeatedly associated with some kind of reward, a favorable attitude can be formed.
C observation learning:
Because the way of attitude formation is essentially based on imitation, suggestion and obedience, the characters and situations in advertisements should be suitable for consumers.
D information processing mode of attitude learning:
The more information consumers have about the product, the greater the credibility of the information, and the more likely they are to have a stronger attitude towards it.
Second, brief questions:
1. Children's consumption characteristics are: a. Consumption ability is gradually improved. B. Consumer demand is becoming increasingly complex. C. Children's consumption has strong imitativeness and obvious convergence psychology, especially in adolescence.
Attention: ① To develop children's products market, children's favorite products should be designed according to their psychological characteristics at all ages. ② To develop children's products market, we should not only design and produce according to children's consumption psychology, but also grasp parents' consumption psychology. ③ Our product designers should grasp the consumption trend of parents < P > The consumption characteristics of young people are as follows: ① independence and dependence exist; ② "showing off desire" and homology are common among young consumers; ③ Seeking novelty, beauty and fame < P > Attention should be paid to: ① The consumption patterns of young people are manifested by the consumption tendency, consumption motivation and impulsive buying behavior of seeking novelty, beauty and fame. The ostentatious desire and homology of buying motivation are also prominent. ③ Young people are active and influential, and their consumption behavior can influence the middle-aged and elderly people to a great extent, thus expanding the market share of commodities.
the consumption characteristics of middle-aged and elderly people: firstly, the consumption power of middle-aged and elderly people is relatively weak. Secondly, the consumption demand of middle-aged and elderly people is concentrated and stable. Thirdly, the consumption decisions of middle-aged and elderly people are realistic and follow the customs. Fourth, the change of consumption concept of middle-aged and elderly people.
Attention: ① Satisfy their psychology of seeking truth and honesty, and conform to the popular herd mentality. ② We should discover the new trends of the middle-aged and elderly products market. ③ The design and production of middle-aged and old-aged consumer goods should go beyond the traditional design ideas and focus on meeting people's spiritual needs such as high-level aesthetic self-esteem in order to occupy the future middle-aged and old-aged products market.
2. Women's strong buying motivation, realistic buying psychology, and lack of self-confidence.
Love of beauty pays attention to intuition and strong association.
Men's passive buying motivation is to satisfy hobbies and make quick decisions on consumption and purchase.
They are not affected by price.
3. The so-called family life cycle refers to the whole process of a family from establishment, development to final disintegration. Taking the nuclear family as an example, the typical family life cycle is divided into five stages: single period, newly married period, parental period, late parental period and disintegration period.
single period: the target markets are clothing, entertainment, cosmetics and tourism consumption.
Wedding period: The target market is all kinds of household goods, furniture, household appliances and entertainment consumption.
Parental period: The target markets are children's products, students' products, food, clothing, toys and household appliances.
Late parents: The target markets are marriage supplies, school and daily necessities, cosmetics, books and magazines, and so on.
disintegration period: the target market shows a trend of decreasing demand in all aspects, while increasing demand for entertainment, safety and health care and tourism for the elderly.
The target markets are clothing, entertainment, cosmetics and tourism consumption.
How designers apply design psychology
Design psychology is a theoretical course of design autocracy, which is a subject that designers must master. It is based on psychology, and it is a knowledge that affects people's psychological state, especially people's psychology of demand, on design through consciousness. It also studies people's mentality in the process of design creation and the psychological response of design to society and social individuals. In turn, it acts on design, which can make design better reflect and satisfy people's psychology.
The level of design psychology:
Design psychology is restricted by art, design and psychology, and these three disciplines determine the research content and level of design psychology.
Research fields involved in design psychology:
Art, fine arts, psychology of creation, Gestalt psychology, psychoanalysis, cognitive psychology, ergonomics, human psychology, advertising psychology, consumer psychology, environmental psychology, perceptual psychology and so on.
How to understand the meaning of design psychology and its research object
People-oriented is the most important thing.
User experience is the source of design psychology, and the whole of design psychology is to focus on [reducing user confusion] in designing products.
after the product is made, the user's experience and feedback tell you what to do next to make users like your product more. The experience and feedback information you collected during this period is very important, and it is your main job to screen out useful information and suggestions that are beneficial to your product progress.
summarize these, then apply them to the next batch of design products, collect these feedbacks, and then improve them. When this cycle reaches a certain point, your experience can be summarized into the [design psychology points] of your product.
from this expansion, you can get at least 8 points for your 1-point homework.
What is Design Psychology about? What is the specific aspect
reading notes of Design Psychology
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Chapter 3 of Design Psychology 2 summarizes how to write
The following is the most important content in this course, and it is also closely related to the examination content, which needs students to master carefully. At the same time, I have emphasized many times in class that the relevant cases I gave you may be the starting point of the exam. Please pay attention to understand the relevant cases in combination with the course content.
The font in bold red below is the core knowledge point, and the content below the red font is the content that must be mastered for this core knowledge point.
in PPT, I also marked the relevant key contents with red signs, and we also need to pay attention to the cases inside.
finally: I wish you all success in the exam! !
Chapter I Overview of Design Psychology
1.1 Overview of Design Psychology
Maslow's pyramid of needs
The need for self-realization from top to bottom, the need for respect, the need for love, the need for security, the need for physiology
1.4 "humanized design"
American designer Henry Graves, in the book "Design for People" in 1951, he Moreover, he also fully considered people's emotional, cognitive, cultural needs and many other psychological needs.
1.5 usability design
refers to the usability of a product when it is used by a specific user for a specific purpose. Engineering research shows that the psychological cognitive process, emotional process and even aesthetic process of users in the process of product use and purchase are closely related to psychological knowledge.
1.6 research objects and categories of design psychology
1. the research objects of design psychology mainly include two aspects:
the psychology and behavior of consumers (users) and the psychology and behavior of designers.
Second, the research category and psychology are basically the same, including four aspects:
① The physiological basis and environmental basis of the research object, which are the material conditions for the occurrence of psychology and behavior;
② The dynamic system of the research object, such as motivation, demand and values, is the driving mechanism of psychological activities and corresponding behaviors; ③ The personality psychology of the research object, including personality and ability;
④ Three aspects of the psychological process of the research object: knowledge (feeling, cognition, memory, representation and thinking), emotion (emotion, emotion) and will.
In addition, the designer's individual psychology is also an important research content of design psychology, which can guide designers to enhance their design creativity and engage in design creation activities scientifically and reasonably.
feeling and perception in the second chapter
feeling: a simple psychological phenomenon, which is a response to the individual attributes of objective things that directly act on the sensory organs. The visual phenomenon presented in this picture is called "after vision"