Norman suggests through his TED presentation that people react to designs and more over the world, in three ways. Viscerally, behaviourally and emotionally, furthermore he supposes that often the responses are in conflict with each other. Norman is of the opinion that pleasant things, that is, things people find aesthetically pleasing are perceived to work better by the same people whom received joy by observing the objects of they found pleasing. Norman puts forward the example of the redesigned Mini Cooper, in which he proffers the notion that you buy it, not because it is faultless, but because it is enjoyable to be in and drive.
Visceral responses, says Norman, are the ones defined subconsciously about things such as the symmetry of faces or the brightness of colours, or negatively, such events as bitter tastes and loud noises, for which our responses are as a result of our evolution as a species and as such seem to be pre determined. It is these subconscious responses that give us our fight or flight instincts and what it is that suggests in our own minds whether we find something to be appealing or displeasing. This has implications over other factors, like our ability to get things done, or brainstorm for fresh ideas. When anxious we tend to focus on getting singular tasks completed better because of a process known as "Depth first problem solving" which activates our focus on the tasks to hand and leads to a reduction in the possibilities to be distracted. Where as conversely, when we are happy and have moved to a state of "Breadth first problem solving" we can be more easily distracted but also increase our abilities for abstract thought.
Behavioural responses, according to Norman, also originates subconsciously but is responsible for the actions we take, the example presented is that of skilled behaviours like walking and other carefully controlled activities. In relation to design this response is what makes people enjoy using designed objects, "The feelings of control which includes usability, understanding and also the feel and heft" - Don Norman.
Reflective responses are that of the superego, the part of the brain that has no control over what we do and sense. This response is not unlike an overseer that passes on feedback related to what is experienced Norman suggests it is this that is the seat of consciousness in our minds.
Whether designers ought to see this video or not is entirely subjective and often designers will be intrinsically utilising much or all of the material covered by Norman during his talk, whether realised or not. A stimulating talk that furthers thought on the matter.
