1.2 Frameworks of Pleasure and Design Attraction

Pleasure: “A feeling of satisfaction or joy: sensuous enjoyment as an object of life”  – Concise Oxford Dictionary

Let’s look at the kinds of interactive experiences or behaviours that motivate us to use some products and not others. Patrick Jordan, a human factors specialist, applies Lionel Tiger’s 1992 model to the pleasurable aspects of our interactions with products (Jordan, 1999). His 4-pleasures framework is described here:

1. Physio-pleasure — Jordan explains this as bodily pleasure connected to sensory experiences, such as touch, taste, and smell. For example, a physio-pleasure many of us experience occurs when the smell of brewing coffee lures us out of bed and into the kitchen for an energetic yet soothing start to the day.
2. Psycho-pleasure — This refers to our reactive psychological state while using products.  For example, we often experience psycho-pleasure when we can complete a simple task, like using a remote device to lower and raise a screen, instead of experiencing frustration when struggling with the mechanical mechanism.
3. Ideo-pleasure — The aesthetics and embodied values in some products align with our values and personal aspirations creating a sense of pleasure related to our attitudes. For example, Lina Bonapace, a human factors specialist, explains that using products with biodegradable materials aligns with the values and personal aspirations of people with strong concerns about environmental issues (Bonapace, 2002). This results in ideo-pleasure.
   
4. Socio-pleasure — This refers to the enjoyment of being in the company of others. Many products can play a social role, either on purpose by design or accident, by being a part of everyday rituals that support our social interactions. This can include a skipping rope that brings children together or a water cooler that supports casual office conversations. Of course, all communication technologies play important social roles and effective product design contributes to our ubiquitous use of cellphones and remote technologies. In addition, some serendipitous uses of designed products, like being able to listen to music by sharing one earbud set between two people, provide socio-pleasure.
   

SOCIO-PLEASURE: IN BOTH IMAGES THE MAIN PRODUCT BRINGS PEOPLE TOGETHER

PATRICK JORDAN’S 4-PLEASURES FRAMEWORK

Similar to Jordan’s 4-pleasures framework, cognitive scientist and design theorist, Donald Norman, presents a concept of an emotional design approach with three levels of design appeal that describe how users respond, interact, and experience products. These three levels of design appeal are described below:

1. Visceral design — This level of design appeal refers to a ‘wired-in’ response based on an individual’s initial reaction to how a product looks, feels, or sounds. This visceral reaction influences whether we like or don’t like the product at the onset. For example, even though you have a perfectly good skateboard, when you set your eyes on a next generation skateboard that was motorized, you became excited. That is a visceral design response!
2. Behavioural design — This level of response is based on how well a product functions. An easy-to-use product, such as a can opener that opens cans with a simple twist of the handle, is effective and pleasurable to use. That’s a behavioural experience.
3. Reflective design — At this level, Norman describes how messages, meanings, and cultural symbols are embedded into the design of the product to influence our reflections about it. For example, when having a  particular cell phone adds to our positive self-image, it falls into the reflective category of design.

DONALD NORMAN’S THREE LEVELS OF DESIGN APPEAL

Norman’s three levels of design appeal and Jordan’s 4-Pleasures Framework relate to one another as follows:

• Physio-pleasure is compatible with and contributes to Visceral Design experiences because they are both bodily responses.
• Psycho-pleasure results from a good Behavioural design experience because they are both responses to the ability to successfully achieve a task with a product.
• Ideo- and Socio-pleasure are closely related to the Reflective design model, where product interactions support subjective points of view because each one is influenced by attitudes related to values, culture, society, or other meaningful experiences.

COMPARING NORMAN’S LEVELS OF DESIGN APPEAL TO JORDAN’S 4-PLEASURES FRAMEWORK