Emotional Design

Little Teapots

Author Donald Norman loves his three nearly unusable teapots. Each one has an odd feature or design that draws him to it like a piece of art. He loves to show the teapots to guests and tell their stories. They are his leading examples of how objects evoke emotions and become more than just things to own. For instance, users must pour carefully from designer Michael’s Graves’ "Rooster" teapot to avoid getting scalded, but it makes Norman smile first thing in the morning. He compares himself to the owner of a BMW MINI Cooper. The car functions just like most other cars, but is so fun-looking that its owners feel pleased. As a result, MINI Cooper owners don’t let their little car’s flaws affect the pleasure they take in driving it.

Though logic - like deciding to buy something because it is practical - drives most decisions, emotions can send the brain messages that are not based on reason. Businesses rely heavily on logical decision making, but cognitive scientists believe emotions are more helpful than logic when people are making decisions. Emotions, consciously or subconsciously, signal the presence of danger, the assurance of comfort and the nature...