DESIGN : Emotional Intelligence and Design
The importance of emotion in design has gained significant interest within design practice over the last two decades. This relatively new concept in the field of design stems from the development of psychology and technological advances. In correlation to the development of emotion in design, design alone has also seen a dramatic shift. The ongoing challenge for the designer today is to keep up with modern technology. Within twenty years the phone has replaced such designed objects as the clock to the notepad and pen. Websites have become the brochure, the menu and the family board game. This giant leap from the design of everyday things to one single device that contains them all has changed the role of the designer. The designer can no longer ignore the important role emotions play in the generation, development, purchase and final use of products that we surround ourselves with.
In the last five hundred years research in psychoanalysis, clinical psychology, comparative psychology and behaviorism has brought the role of emotion sharply to our attention and has contributed considerable impetus to the observation of emotional behavior in humans (Plutchik, 1968, p.4). This is followed by a dramatic surge of scientific studies of emotion within the last decade. Innovative methods such as new brain-imaging technology have made visible for the first time in history exactly how the brain works and functions on an emotional level. This flood of neurobiological data shows the positive result science has played in our gradual and progressive increase in knowledge and understanding around the concept of emotion (Goleman, 1995, p.xi).
Our emotions enrich all of our daily lives, playing central role in significant events. How and why we behave the way we do is influenced by emotions and the conditions they stem from. If one understands emotions from a psychological and a scientific perspective, action could then be applied to the control and prediction of emotion. Could emotional awareness be considered as a form of intelligence or is it a life skill we possess? This consideration of emotion helps determine how emotion could be applied to design.
To understand what defines as intelligence, Wechsler proposes that “intelligence is the aggregate or global capacity of the individual to act purposefully, to think rationally, and to deal effectively with his environment” (Wechsler, 1958, p.3). In correlation, Descartes definition of intelligence is the ability to prove true and false. The latter defines IQ as intelligence. The mental abilities a person has would be considered under models of intelligence, regarding Wechsler’s definition (P. Salovey & J. Mayer, 1990). The recognition of emotion as a form of intelligence is critical in this comparative study to form any conclusion on its cause and effect within design. Salovey and Mayer were among the first to coin the term emotional intelligence, defining it as “an ability to recognize the meanings of emotions and their relationships, and to reason and problem-solve on the basis of them” (Mayer, Caruso & Salovey, 1999, p.267). This definition shows a connection between emotion and design; the main function being to solve problems.
The original concept of emotional intelligence was first viewed as a “set of interrelated abilities” (Reevy, G. 2010, p.231). The ability to reason about and use emotions to succeed in coping with environmental demands and pressures (Butler and Chinowsky, 2006). In 1983, developmental psychologist Howard Gardner proposed a theory of multiple intelligences; how intelligence is composed of an array of several components. His early development of this theory comprised of an initial six intelligences (or competencies). Of the most relevant towards the concept of emotional intelligence is Gardner’s definition of intrapersonal and interpersonal intelligence (Gardner, 1993). Gardner proposes that intrapersonal intelligence is the key to self-knowledge, he includes that it is the definition of “access to one’s own feelings and the ability to discriminate among them and draw upon them to guide behavior”. The core of interpersonal intelligence includes the “capacities to discern and respond appropriately to the moods, temperaments, motivations and desires of other people” (Goleman, 1990, p.39).
The application of emotional intelligence has proven to be a fundamental aid in the result of great success. The application of this form of intelligence has manipulated the masses and has been the determining agent in presidential elections. Psychoanalyst Sigmund Freud treated emotion as a model of intelligence and spent his lifetime studying the emotion of the human mind. It was his nephew, Edward Bernays who decided to use this knowledge and apply it to the masses. He used emotional intelligence to tap into the subconscious minds of people, dictating their behavior. One could question this as an abuse of emotional intelligence, but in doing so, Bernays managed to create a stable society. He changed the way democracy was run. He believed in democracy but felt it was necessary to stimulate the psychological minds of the people. Bernays was very successful in doing so, getting women to smoke cigarettes, making people want things they would have formerly been happy without. He gained control by tapping into a person’s deepest fears and desires. Although the actions of Bernays could be viewed as a form of emotional hijacking, it affirms the control and application of emotions as a model of intelligence. (The Century of the Self, 2002).
Successful leaders have shown to possess the two key intelligences proposed by Gardner – interpersonal and intrapersonal intelligence. World leaders from Hitler to George W. Bush have been deemed as emotionally intelligent as they are able to perceive and manage the emotions of others as well as themselves. People working for these leaders may have retained a higher IQ level, however they did not have the same qualities that would enable them to emphasize the importance of purpose, and show ethical components of decision - making (Goethals, 2005). They were able to articulate an appealing vision of the future by connecting to the masses on an emotional level. They spoke optimistically, used manipulative techniques and provided encouragement for what needed to be done (George, 2000).
Where does this all relate back to emotion and design?
Design and Emotion has gained significant interest within design practice and design research over the last ten years. A considerable portion of our day-to-day emotions are elicited by the products that we are surrounded by:
A few years ago it was simple. Designers designed things: objects like lamps, chairs, computer mice, cars, buildings, signage, page and screen layouts. We always knew that the things we designed affected people’s experience. But still, it was enough to design the thing. The work of designers was to bring skills, creativity and insight to “designing things right” (Mc Donagh, 2004, p.13).
What happens when designers apply emotional intelligence into the designed product? Could they design something bigger than the physical object itself by applying their knowledge of emotion into it? The same way world leaders gained success and Bernays - control, surely the designer could use this knowledge of emotions in creating products that make a difference, products that maintain a lasting emotional effect on the user. Stating the importance of emotion in products is one thing; finding out how they do so is a more complicated undertaking.
Modern technology has in some ways replaced the design of everyday things to the design of the digital world. If we compare the evolution of the iphone to the evolution of man, it is clear that technology is evolving faster than the human mind. In order to keep up with the technology that surrounds us every day, it is imperative to understand the workings of the human mind. If a designer can understand why the design of a paper clip has worked so well to last its function for decades, he/she can transfer the same design principles to that of a website. This research paper covers many extensive areas to formulate an understanding of the design of products and websites. It is of shared belief with economists Stephen Levitt and Stephen J. Dubner that “knowing what to measure and how to measure it is the key to understanding modern life” (Dubner & Levitt, 2006, p.1).
Index
Butler, C.J. & P. S. Chinowsky (2006) Emotional Intelligence & Leadership in Construction Executives, American Society of Civil Engineers.
Curtis, A. The Century of the Self (2002) BBC Two Television, 17 March.
Goleman, D. (1996) Emotional Intelligence: Why It Can Matter More Than IQ, Great Britain: Bloomsbury Publishing Plc.
Levitt, S.D. & Dubner, S.J. (2011) Freakonomics: A Rogue Economist Explores the Hidden Side of Everything, New York: Harper Collins.
Mayer, J.D. & Salovey P. (1997) ‘What is Emotional Intelligence?’ Emotional Development and Emotional Intelligence: Educational Implications, New York: Basic Books, pp. 10-11.
McDonagh, D., Hekkert, P., Van Erp, J. & Gyi, D. (2004) Design And Emotion, New York: Taylor & Francis Inc.
Plutchik, R. (1968) The Emotions: Facts, Theories and a New Model, Massachusetts: The Colonial Press.
Reevy, M. G. (2010) Encyclopedia of Emotion, California: Greenwood
Wechsler, D. (1958) The Measurement and Appraisal of Adult Intelligence, Baltimore: The Williams & Wilkins Company.