As a cross-border co-branded hot item, there have been many articles on the discussion of sauce latte. But everyone analyzes from the perspective of marketing and users, if from the perspective of products, what are the differences?
Some time ago, there was a problem during an interview: the interviewer asked him to talk about [instinct, behavior, and reflection] and he didn't know what it meant. Although she talked about it very well in her previous portfolio, it was still cool later, hey~
[Instinct layer, behavior layer, and reflection layer] is often talked about in UX design, and is one of the basic and compulsory theories of interaction design.
The three levels of emotional design originate from Chapter 3 of Donald Norman's Psychology of Design series, Emotional Design.
Here I deliberately use [Sauce Latte] to give a chestnut to help you understand!
👇🏻 First of all, let's take a comparison table, which basically condenses the characteristics of each of these three layers:
1. Instinct layer
The instinctive layer refers to the instinctive response that the user stimulates through perception. For example, the good-looking appearance, shape, and color of the product trigger the user's visual experience at first sight, making the user sigh from instinct: "This thing is so beautiful, I want it". (Because people are born to like pretty, attractive things)
The instinct layer can trigger the user's senses of sight, hearing, touch, taste, and smell
The design of the instinct layer can include visual design, color design, material design, etc.
Second, the behavior layer
When designers are making designs, if they only pay attention to whether the product is good or not, and do not pay attention to whether it is good or not, they will generally be complained about having no depth and lack of thinking. So when we start to focus on whether it's good or not, we move on to the behavioral layer.
🌰 For example
There is only an "instinct layer", and there is no "behavior layer" of European-style sofas.
This richly decorated European-style sofa has a gorgeous appearance and looks good, but it is not easy to use at all. I can't put on the sofa cover, it's very troublesome to clean, all kinds of corners on it are easy to accumulate dust, and it's very easy to bruise, every time I go to my sister's house, the sofa either knocks my knees or my toenails are broken, and I'm afraid of the sofa 😢.
3. Reflection layer
Products with a reflective layer create an artistic conception, where users and products establish an emotional connection, and users respond according to their own values, evoking the subconscious touches deep in the user's heart. The reflection layer is also the most powerful layer that evokes a sense of pride, identity, joy, and satisfaction in the user, and it is also deep and slow.
🌰 For example
The difference between the famous painting [Original] and its [Counterfeit] is in the reflection layer, because their instinct layer and behavior layer are exactly the same.
A few 🌰 more
Example 1: An ordinary electronic watch
There is only a behavioral layer
Its functions are very powerful, all kinds of time watching, timekeeping, very easy to use, but its appearance is ugly, it lacks an instinct layer, and there is no reflection layer.
Example 2: The official website of a luxury brand
Instinct layer + reflection layer
The design of these official websites is very good-looking, full of luxury, and there are a lot of brand stories in them, because luxury itself is a product with a strong reflective layer. However, the official website of some luxury goods does not have a behavioral layer, which is difficult to use, and the usability is relatively poor.
👇🏻 Finally, our protagonist [Sauce Latte] will make its final appearance
"Instinct, behaviour and reflection each have their own role to play, and each level is as important as the others, and for the designer, each level has a different path to achieve. ”
—Don Norman
This article was originally published by @陈婉宁 on Everyone is a product manager, and it is forbidden to reprint without the permission of the author.
The title image is from Unsplash and is licensed under CC0.
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.