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Nissan PiVo 2 in the 2007 Tokyo Motor show, wakened up [4]. Psychologists believe that the values of
regarded as the cutest conceptual car, is exactly such a modem consumers' can be divided into two categories:
high emotion product designed with high tech. PiVo 2 the instrumental value and the ultimate value. People no
takes the idea of environmentally friendly electric urban longer purchase goods only for the usability but pay
commuter vehicles, delivers fun and functionality, and more attention to the psychological and social attributes
builds a unique relationship with the driver. It is round to have their self-identities and worth realized. In
and cute, which seems to be specially designed as a addition to the function and usability, they expect a
model for "Doraemon". Each of the four wheels is product that will bring them unique experiences and
powered by Nissan's advanced electric In-wheel 3D resonate with their psychological needs, which means a
Motor and can tum through 90 degrees, making it consumption that is not simply a reception of products
possible for PiVo 2 to drive sideways as well as moving and services as before, but an interaction process,
forwards, and the cabin, which revolve 360 degrees, through which the users get self-realized rather than
cutely looks like a big egg on four wheels. receive the simple varieties of products. [5]
Swatch is an outstanding representation of that. They
transform the watch to a fashion, believing people
should wear various watches to match their mood,
clothes, activities and even different times of a day, just
like they have various ties and shoes. It is stated on their
website that, " the surface and belt of the watch can
reveal the most original imagination, the most unusual
mind, the clearest color, the most exciting news, arts
Figure 1. Nissan PiVo 2 and comedies, dreams of today and tomorrow, and even
more." As Designer DelCoates states in his book, "it is
inappropriate to design a watch that only can tell time.
The robotic assistant set up in the console is quite Even if we do not know anything else, we should be
sweet as well. It will become the best company of able to imagine the age, gender and viewpoints of the
drivers with its cute figure as a little head (Fig. 2). wearer through the design of the watch or any other
Further more, the robotic assistant has cameras in his product he owns."[6]
eyes to monitor the driver constantly. When the driver's
exhaustion is caught, a voice prompt will be heard:
"You look tired. There is a cafe on the left turning 500
meters ahead. Let's have a rest there." Similarly, if the
driver is in bad mood, it will shake its head to cheer him
up. As is stated by the chief designing officer of Nissan,
PiVo 2 is created not only to make the drivers' minds at
ease but also bring joy to those meeting it on streets.
Figure 3. Swatches
Figure 2. Robotic assistant
A person's choices of products, living places, tours,
It is said to be an innate human tendency to personify behaviors, etc. are powerful representations of himself.
objects. They are used to resting emotions and beliefs Such external representations are sometimes
on products and likewise, personified responses can compensations of the deficiency of people's self-respect,
easily bring great pleasure to customers. If products as is said that people are always pursuing others' desire.
perform stably and meet their expectations, the users They are eager for other people's recognition, and hope
will be satisfied and sometimes praise the products, or for a recognition that can be appreciated by themselves.
even attach to them emotionally during the long-time Therefore, products with certain properties are not only
interaction with them; contrarily, if run-time error consumable; they have also become a language, a non-
occurs or the products reject correct operations, the verbal self-expression, and a kind of social exchanges.
users will get indignant or even disgusted. [7]
Nowadays, the consumption style of pursuing fashion
has gone; instead, the desire of self-consumption has 3. Levels of emotional interaction
f>2
how it runs; meanwhile, it is better for products to offer
Human beings live in an external world consisting of sustaining feedbacks, informing the user of what is
the nature and artificialities. They contact with the going on, which operation level it has arrived, and
artificialities through using and appreciating them, whether it is running steadily. [6] Only in this way will
which inevitably results in emotional interaction. the customers sense the pleasure of using a product. One
According to the degrees, three levels can be found: of the 2006 KOKUYO DESIGN AWARD working
reactive interaction, behavioral interaction, and "blooming period" is a good example for this point. The
reflective interaction. designer combines origami flowers with tea bags. When
making teas, the origami will gradually unfold itself like
3.1. Reactive interaction a bloom by absorbing the steam. Moreover, it can be
easily distinguished whether your tea is in fifth, seventh
Reactive interaction is instinctive. Intrigued by sense or ninth infusion through different colors of the bottom
stimulations, it includes seeing, hearing, smelling, of the paper flower, which helps you choose different
touching, tasting, etc. The users receive sense taste easily and quickly. In that way, the designer plays
stimulations, directly respond to them, and then obtain an interactive game with customers, and customers
diverse emotional interactions. It is a primary level, but enjoy themselves a lot by experiencing a whole
a level that is the most direct and irresistible. blooming period as well as drinking the tea.
Philips, for example, has now produced a new lamp
called Light Chimes. With the concept of outdoor
lighting, it can detect changes of breeze and temperature;
correspondingly, shift between lightening styles. When
the wind blows, it passes through the hole in the middle
of the circular LED, and the Light increases in
brightness. Meanwhile, it can react to the temperature
by changing colors accordingly, providing an indication
of weather conditions outside.
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the chair shown in picture 6 is a Leonardo Dining Table. infiltrate with each other. Sometimes they might be hard
Made by Leonardo, it is a work between art and to distinguish, but always cooperate with each other and
function, which is not about physical comfort but about accomplish the interaction with the users. Hence, the
intimacy, love and passion. From the first sight of the only way of having customers buy a product and
romantic name, a sweet memory might come to your appreciate it is to bring them multi-level emotional
mind, the time when you and your intimate lover were interactions from different aspects.
whispering at table, like a photo, a witness of a story.
4. Conclusion
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