Monday, August 01, 2005

Emotion and Design

"But neurologist Antonio Damasio believes that tapping into emotions is more than just a nice touch. In many cases, he said, emotions help drive decisions. In his studies of patients whose brain injuries impaired their ability to express emotions, Damasio found that many had difficulty making decisions, even though they were able to clearly articulate the pros and cons of various options.

'Some people think it's best to reason with a cool head,' said Damasio, professor of neurology at the University of Iowa. 'Others think they should always follow their feelings. The truth is that emotion is part of the mechanism of reasoning. The lack of it is very detrimental to decision making.'

In other words, emotional design can provide that unknowable something that beckons a person to buy."

posted by Tim Beidel at 8/01/2005 01:58:00 PM