THREE TEAPOT (PROLOG)

Authors have stated that the beauty of art unique in terms of beauty, meaning andrelationship with the life of the author or artist. in producing works of art, important materials selection factors such as manufacturing costs and, most important in terms of emotional value. whereas, in the design, aspects such as viceral, behavoriol and reflective must be inpriority because it will create the perfect aesthetic value when producing a product. next, these three elements, namely (visceral, behavioral, and reflective) are important elements that if the lack of one will cause it perfect beauty.it  not because they are related to each other. in addition, the role of emotions is to shape the thinking of our action and guide in doing certain things. writer wants to improve the evaluation in the field of aesthetics as it is art that is very valuable and beneficial to society. besides, the author also holds the present age still let logic to guide their lives compared with emotional.In assessing overall cognitive and emotional cognitive psychology can help people to make better decisions, thus making a more perfect human life.

PART 1
THE MEANING OF THINGS
ATTRACTIVE THINGS WORK BETTER

Yet in the early 1990s, two Japanese researchers, Masaaki Kurosu and Kaori Kashimura, claimed just that. They studied different layouts of controls for ATMs, automatedteller machines that allow us to perform simple banking tasks any time of the day or night. All versions of the ATMs were identical. The Japanese found that the attractive ones were perceived to be easier to use. In the early 1900s, Herbert Read, who wrote numerous books on art and aesthetics, stated, "it requires a somewhat mystical theory of aesthetics to find any necessary connection between beauty and function," and that belief is still common today.a findings in the study of affect and emotion. Emotions, we now know,change the way the human mind solves problems the emotional system changes how the cognitive system operates. So, if aesthetics would change our emotional state. most of the research focused upon negative emotions such as stress, fear, anxiety, and anger. Positive emotions are as important as negative ones positive emotions are critical to learning, curiosity, and creative thought, We have long known that when people are anxious they tend to narrowtheir thought processes, concentrating upon aspects directly relevant to a problem. This is a useful strategy in escaping from danger,but not in thinking of imaginative new approaches to a problem. Results show that when people are relaxed and happy, their thought processes expand, becoming more creative, more imaginative.These and related findings suggest the role of aesthetics in product design, attractive things make people feel good, which in turn makes them think more creatively. Human beings have evolved over millions of years to function.

 A effectively in the rich and complex environment of the world. Our perceptual systems, our limbs, the motor system which means the control of all our muscles everything has evolved to make us function better in the world. Affect, emotion, and cognition have also evolved to interact with and complement one another. Cognition interprets the world, leading to increased understanding and knowledge. Human beings are, of course, the most complex of all animals, with accordingly complex brain structures. A lot of preferences are present at birth, part of the body's basic protective mechanisms. But we also have powerful brain mechanisms for accomplishing things, for creating, and for acting. We can be skilled artists, musicians, athletes, writers, or carpenters. All this requires a much more complex brain structure than is involved in automatic responses to the world. And finally, unique among animals, we have language and art, humor and music. We are conscious of our role in the world and we can reflect upon past experiences, the better to learn; toward the future, the better to be prepared; and inwardly, the better to deal with current activities.

The basic brain circuits, then, are really response mechanisms: analyze a situation and respond. This system is tightly coupled to the animal's muscles. If something is bad or dangerous, the muscles tense in preparation for running, attacking, or freezing.Whereas, the behavioural level in human beings is especially valuable for well-learned, routine operations. This is where the skilled performer excels. At the highest evolutionary level of development, the human brain can think about its own operations. This is the home of reflection, of conscious thought, of the learning of new concepts and generalizations about the world. Now let's look at some examples of these three levels in action: riding a roller coaster; chopping and dicing food with a sharp, balanced knife and a solid cutting board; and contemplating a serious work of literature or art. These three activities impact us in different ways. Whenever your brain detects something that might be danger  whether through visceral or reflective processing, your affective system acts to tense muscles in preparation for action and to alert the behavioral and reflective levels to stop and concentrate upon the problem.

Design and for that matter, most problem solving requires creative thinking followed by a considerable period of concentrated, focused effort. In the first case, creativity, it is good for the designer to be relaxed, in a good mood. Thus, in brainstorming sessions, it is common to warm up by telling jokes and playing games. No criticism is allowed because it would raise the level of anxiety among the participants. This calls for an attractive, pleasant environment so that in normal monitoring, the operators are creative and open to explore new situations. Once some plant parameter approaches a dangerous level,however, the design should change its stance, yielding a negative affect that will keep the operators focused upon the task at hand.

  

The human brain comes ready for language: the architecture of the brain, the way the different components are structured and interact,constrains the very nature of language. Children do not come into the world with language, but they do come predisposed and ready. That is the biological part. But the particular language you learn, and the accent with which you speak it, are determined through experience.Because the brain is prepared to learn language, everyone does so unless they have severe neurological or physical deficits. While designers can use this knowledge of the brain to make designs more effective, there is no simple set of rules. The human mind is incredibly complex, and although all people have basically the same form of body and brain, they also have huge individual differences.

PART 2

THE MULTIPLE FACES OF EMOTION AND DESAIGN

Apart from that,in this book is also, shows the several levels of the cognitive and emotional system visceral, behavioral, and reflective at work, fighting among themselves. First, the most basic visceral level responds with pleasure to seeing the well-designed leather case and gleaming stainlesssteel instruments and to feeling their comfortable heft. That visceral response is immediate and positive, triggering the reflective system to think back about the past, many decades ago, "the good old days," when my friend and I actually used those tools. The behavioral level is about use, about experience with a product.But experience itself has many facets: function, performance, and usability. A product's function specifies what activities it supports, what it is meant to do if the functions are inadequate or of no interest,the product is of little value. Performance is about how well the product does those desired functions if the performance is inadequate,the product fails. Of the three levels, the reflective one is the most vulnerable to variability.Through culture, experience, education, and individual differences. Reflective design, therefore, is about longterm relations, about the feelings of satisfaction produced by owning,displaying, and using a product. here are three levels of product features visceral design, behavioral design, fun, andeffective use of their own design reflects the image and satisfaction of artis must be request form must know the meaning of the products.

In addition, by using existing koputer kemudan was able to expand the business market, as well as use the android and assisted by advertising.for example, coca-cola company Pepsi n can expand into markets around the world. Wants are determined by culture, by advertising, by the way one views oneself and one's self-image. in producing a product, we must meet the needs of customers to meet market demandso that the products be produced with high quality  and market demand. The reflective design of today's games projects a product image that is consistent with the sleek powerful appearance of the console and the fast reflexes required of the player. This has to be changed.Advertisements should promote the device as a learning and educational tool for people of all ages.

PART 3

THREE LEVEL OF DESAIGN:VECERAL,BEHAVIORAL AND REFLECTIVE

there is a bar shop has adorned the walls of his shop with art  patterns. lit frosted glass to beautify the environment in which strategic.shelf  program adds beauty.selain environment, there is order a glass of water to form colour game as an art. Package designers and brand managersare looking beyond graphic elements or even the design as awhole to forge an emotional link between consumers and brands.The selling of premium bottled water in major cities of the world. Visceral design is what nature does. We humans evolved to coexist in the environment of other humans, animals, plants, landscapes, weather,and other natural phenomena. As a result, we are exquisitely tuned to receive powerful emotional signals from the environment that get interpreted automatically at the visceral level. designers want their colleagues to recognize them as imaginative, creative,and deep, making something ,pretty, or ,cute, or ,fun, is not well accepted. But there is a place in our lives for such things, even ifthey are simple.You can find visceral design in advertising, folk art and crafts, and children's items. Because visceral design is about initial reactions, it can be studied quite simply by putting people in front of a design and waiting forreactions.

Effective visceral design requires the skills of the visual and graphic artist and the industrial engineer. Shape and form matter. The physical feel and texture of the materials matter. Heft matters. Visceral design is all about immediate emotional impact. It has to feel good,look good. Behavioral design behavioral design is all about use. Appearance doesn't really matter.rationale doesn't matter. Performance does. This is the aspect of design that practitioners in the usability community focus upon. never considered that it was possible to do things better. Standard cylindrical batteries are excellent examples of poor behavioral design,of a failure to understand the problems facing people who must figure out just which orientation is required for each device moreover in the face of warning labels that point out that the equipment might be damaged if the batteries are inserted incorrectly.

The virtual worlds of software are worlds of cognition: ideas andconcepts presented without physical substance. Physical objects involve the world of emotion, where you experience things, whether the comfortable sensuousness of some surfaces or the grating, uncomfortable feel of others. Although software and computers have become indispensable to daily life, too much adherence to the abstraction. hus, a company that goes outof its way to assist and help disgruntled customers can often turn them into its most loyal fans.

conclusion, this book tells us about his experience of many around and have a significant impact on community.besides, there are also elements and aesthetic value in the design * Design can be taken for the use as a reference.