personality emotion

IMD09117 and IMD09118 Web Design and Development Unit 11

Personality

What is a personality?

Version A Unit 11 ©2008 Napier University

Complex of all the attributes - behavioural, temperamental, emotional and mental - that characterise the individual

How people remember and define you

Can attribute personality to things



In particular new media

Complexity of possible interaction that can keep people engaged and interested

Type of interaction that mirrors our own skills



Look and feel

Tone and manner

Attitude

Narrative voice

Emotional impact

Particular flavour

Unique identity



Personality of the system is directly responsible for the emotional impact

Important to have a clear view

Visual design is very important

Combination of the visual elements (the look) elicits an emotional response (the feel)



http://www.gorillaglue.com http://www.yenz.com/menue/garde

n/http://www.cso.org http://www.colette.fr/index.php http://www.zeldman.com

http://www.gorillaglue.com/

http://www.yenz.com/menue/garden/

http://www.yenz.com/menue/garden/

http://www.cso.org/

http://www.colette.fr/index.php

http://www.zeldman.com/

Why a strong personality?


People are looking for culture or want to create culture

Distinctive enough to be recognised

Integrity reflects worldview

Comprehensive to generalise across a range of design problems

Appropriate for problem, designer and customer

Why a strong personality?


Tell the right story and be distinctive

Whose site is it? Who is it for? Why should I be interested? Why should I trust it?

Like branding - loyalty and confidence

Credibility

Stickiness

Emotion, connection and context


Playfulness, trust, pathos

http://www.roalddahl.com/index3.htm

Shared cultural experience - connection with culture

I-Mac v PC





Exclusiveness to the club - vetting or hurdles to exclude

http://www.hell.com

http://www.evilpupil.com

http://www.etoy.com

Self generating art–virus and e-brand

http://www.hell.com/

http://www.evilpupil.com/

http://www.etoy.com/



Historical, cultural and artistic context makes the message and the function of the artefact apparent

New look and feel that is successful will create imitators

http://www.jodi.org

http://www.jodi.org/

Choosing a personality


Understand target audience, their needs and their shared culture

Want users to connect with the system

Distinguishable so people want to investigate

Then content and interaction become important

Moodboards


Moodboards are useful for trying to find appropriate personalities.

You choose, colour, shapes, graphics, typefaces, images, textures and arrange them in the form of a collage to represent the type of personality

You need to decide should it be playful, serious, mysterious, informative, formal etc.

Moodboards


Moodboards


•http://www.astridvanspronsen.nl/html/3d/3d_designhome.htm

•http://www.margriet.nl/media/pdf/MWF%20moodboards%20A4.pdf

•http://www.fashioncapital.co.uk/content/view/8541/264/WomenswearMoodBoardsAutumnWinter0809/

•http://www.romansdirect.co.uk/moodboards.php

http://www.margriet.nl/media/pdf/MWF%20moodboards%20A4.pdf

http://www.margriet.nl/media/pdf/MWF%20moodboards%20A4.pdf

http://www.fashioncapital.co.uk/content/view/8541/264/WomenswearMoodBoardsAutumnWinter0809/

http://www.fashioncapital.co.uk/content/view/8541/264/WomenswearMoodBoardsAutumnWinter0809/

http://www.romansdirect.co.uk/moodboards.php

Example


Example


Current website

http://www.heathrowexpress.com/

Mock-ups of websites


This is an example of mock-ups of web design. Each mock-up is intended for different audiences and is an example of a student’s work.

http://www.benitabrewer.com/student/webmock.htm

Inspiration


From everywhere and anywhere.

Scrapbooks of design inspiration

Cuttings from magazines, photographs, packaging

Interesting for its typographic treatment, colour combinations, unusual shapes.

Scrapbook online

Inspiration


Sites with galleries that focus on CSS rather than Flash

http://www.stylegala.com http://www.cssbeauty.com

Colour


http://www.colorcombos.com/

http://www.colourlovers.com/

http://www.wetcanvas.com/ArtSchool/Color/ColorTheory/

http://www.degraeve.com/color-palette/index.php

Final thoughts


“It is easy to think visual design is about making attractive-looking interfaces. But design is more than that; it s about evoking feelings and emotions in the people who visit a Web site. Create the right mood, and visitors are more likely to want to interact with your site, …………..

Design helps convey brand values in ways that are just as important as usability or the stickiness of an interface’s operation. A well-crafted design provides a framework in which interaction can operate, never the other way around, and it is important to always keep in mind how a visual design can add meaning to a site that goes far beyond the pixels drawn on the screen”

Andy Clarke Transcending CSS the fine art of web design

Summary


Personality is the complex of all the attributes -- behavioural, temperamental, emotional and mental -- that characterise a unique individual.

The personality of a computer system is often called the ‘look and feel’, the tone and manner, unique identity or emotional impact of the site.

Summary


The visual design of the interface is very important in defining the personality.

A strong personality gives the right message to the right people. It can give confidence and develop customer loyalty. It is like branding.

Summary


To create the right image or personality, you need to understand the users and their shared culture. You need to provide a distinctive look so that people will want to investigate and interact with the system.

Moodboards can be used to communicate the intended personality of the system.

personality emotion

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