In the prologue of Donald Arthur`s book "Emotional Design ", he creates a quick inside about how we look at things and why we judge various products different from each other. He creates two practical set-ups in wich he explains how the design of an object can influence a persons opinion about it.

Three teapots

Donald Arthur describes three teapots that he owns. Each in detail with their strong and weak points. He describes how he drinks tea everyday but does not make it with his favorite teapots, in fact, he makes the tea with a simple Japanese hot pot. “Efficiency comes first” he states. But why doesn’t hey use these teapots? In fact why does he have them standing around anyway? In the prologue he explains that each of these pots, in spite of their inconvenience to use, he uses in them as some sort of art form. Each of the pots tells a story special to him. For Donald Arthur these teapots are symbols for several components of product design: usability (or lack thereof), aesthetics, and practicality. In creating a product, a designer has many factors to consider: the choice of material, the manufacturing method, the way the product is marketed, cost and practicality. How easy is the product to use, to understand? But what many people don’t realize is that there is also a strong emotional component to how products are designed and put to use. In this book, I argue that the emotional side of design may be more critical to a product’s success than its practical elements.

Mini cooper

Another examples of how design influences a person’s opinion about a product is the story of the Mini cooper S. Some objects evoke strong, positive emotions: love, attachment and happiness. In reviewing BMW’s Mini Cooper car [Figure 0.5], The New York Times observed: “Whatever one may think of the Mini Cooper’s dynamic attributes, which range from very good to marginal, it is fair to say that almost no new vehicle in recent memory has provoked more smiles.”8 The car is so much fun to look at and drive that the reviewer suggests you overlook its faults.
In the 1980`s Donalds Arthur wrote: The design of everyday things. In this book he did not take emotions into account. He was more focused on the scientific logical facts of design. But now he changed, he writes. Why? In part because of new scientific advances in our understanding of the brain and of how emotion and cognition are thoroughly intertwined. Along with emotions, there is one other point as well: aesthetics, attractiveness and beauty.
Arthur sprung in to action, he was intrigued by the contrast between his scientific self and personal self. These two parts of his life were separated, and did not interfere with each other. Until one change in his life: The color pc monitor.
He was convinced color would not have an impact on de usability of computers. All advantages of colors could also be made with black and white screens. But when he rented a color monitor he was hooked. His logical self told him that color was not necessary for his reading pleasure. But his emotional self told him different. Emotion was the thing that was making all the “trouble” he found out.