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According to Donald A. Norman, emotional design refers to three different processing levels by people: visceral, behavioral, and reflective.
“These three levels translate into three different kinds of design.
Visceral design refers primarily to that initial impact, to its appearance. Behavioral design is about look and feel — the total experience of using a product. And reflection is about one’s thoughts afterwards, how it makes one feel, the image it portrays, the message it tells others about the owner’s taste.”
Therefore with these in mind, I will zoom in on three wristwatches made for women and attempt to rate them according to my own humble opinions to the three emotional design factors (out of a rating of 5):
- visceral (attractiveness)
- behavioral (functional and usable)
- reflective (prestige and status)
Watch #1: Chopard’s Super Ice Cube
Origin: Swiss
Price: US$1,120,620.00 (ka-ching!)
The Reflective Design
Description:
This watch has made it to the list of Forbe’s most expensive watches list in 2004. According to Forbes,
“Chopard’s “Super Ice Cube” is practically dripping with pricey ice–66.16 carats of diamonds altogether, including 1,897 brilliants, 288 trapeze-cuts, and a center case set with 16 squares.”
Visceral: 5 / 5
Sheer brilliance.
If the diamonds don’t attract you (or blind you for that matter), I don’t know what else will.
Behavioral: 2 / 5
Bare minimum functions.
It serves its basic function of telling time and that’s basically it. The face does not seem to have any numbers and I wonder if the face is too sparkling to allow you to see it anyway. Anyway, for those ladies looking for a watch suitable for scuba-diving or rock-climbing, this is not your type.
Reflective: 5 / 5
The ultimate status show-off.
If you are its owner, you have arrived, at least in high society’s eyes. Either that, or you are a very (very very) fortunate tai-tai.
Watch #2: Timex’s IRONMAN* Triathlon® 30-Lap Shock with Flix
Origin: U.S.A.
Price: US$75.00
The Behavioural Design
Description:
According to Timex,
“Accept no imitations or limitations. There is only one Timex IRONMAN* Triathlon®. Stylish enough for the weekend warrior, technical enough for the extreme athlete. Don’t swim, bike, run, jump, climb, throw, or kick without one.”
Visceral: 3 / 5
Sporty and outgoing.
Will appeal to outgoing ladies. Although it might seem a tad bulky but it has an appealing colour combination white, pink and grey to soften its image and give it a more feminine touch.
Behavioral: 4 / 5
Many functions.
- Digital Display
- Water Resistant to 200m
- Timer
- Time Zones
- 30 lap recall
- 6 year battery life
The common functions that most people will expect of a sports digital watch these days.
Reflective: 3 / 5
The sporty girl companion.
Wearing it gives one a sporty and game-for-anything appeal. It is a very practical watch for active ladies. Or also perhaps for klutzy people, at least it looks like it won’t smash (or cause you to scream, shriek, pull-hair-out) the minute you drop it. (Refer to Watch #1)
Watch #3: iPattern
Origin: Japan
Price: US$52.68
The Visceral Design
Description:
According to TokyoFlash, an online watch retailer specializing in Japanese watches,
“The iPattern is a one of a kind LCD watch with a unique set of time telling readouts. Time is read by splitting the display into 2 halves. Top half for hours & bottom half for minutes, and the day of the week is indicated by written characters MO, TU, WE etc that curves around the display. You can easily jump to any mode by pressing one of the buttons. The strap is none adjustable, but it fits most small to medium size wrists comfortably. It’s made from solid plastic that can bend to fit.”
Visceral: 4 / 5
Stylish and clean design.
The smooth white case definitely appeals with the popular iPod-ish obsession of clean smooth white designs. Even the name of the watch sounds similar.. hmm.
Behavioral: 1 / 5
Complicated.
Even based on the description provided by the website, one can only go “Huh?”
Time is difficult if almost impossible to tell just by one look at it. There’s some sort of pattern for you to figure out. Definitely not for those hard-pressed for time because you will spend more time figuring out the time.
How to tell time according to iPattern.
Reflective: 3 / 5
Fashionable and chic.
Definitely makes you look modern and hi-techy. Just don’t use it to find out the time.
