• 360 likes • 403 Views
Trends are moving towards the emergence of site customization based on user state. We will cover practical development examples on using user interest and identity data mining techniques to be able to determine the emotional ease, frustration levels, and intention of users, and customize the user experience based on that.
E N D
Emotional Design Developing for Individuals Jonathan LeBlanc Developer Evangelist (PayPal) Twitter: @jcleblanc Github: github.com/jcleblanc
What is Emotional Design? Manipulation of the emotional state of a known user to invoke a positive response
What is Emotional Design? Manipulation of the emotional state of a known user to invoke a positive response
Components of Emotional Design Building the base level emotional response using color theory Personality and baseline mining Emotional response actions and the design engine
Components of Emotional Design Building the base level emotional response using color theory Personality and baseline mining Emotional response actions and the design engine
Color Theory and the Base Level Primary color Principal Emotion Filler Color Neutral glue Accent colors Secondary emotional response
Much is Based in Science Birds with brightly colored leg bands higher on the mating ranks. Red clothing in competition sports lead to higher win rate.
Culture Makes a Difference Australian Aboriginals: Land, earth Celtic: Death, afterlife China: Good luck, celebration Cherokees: Success, triumph Hebrew: Sacrifice, sin India: Purity South Africa: Color of mourning Eastern: Happiness and prosperity Western: Excitement, danger, love, passion
Choosing the Correct Hue Products with a feel-good message Happiness, energy, encouragement Health care (but not food!) Relatable, calm, friendly, peace, security Startups / innovative products Creativity, imagination Auction sites (but not sales sites!) Passion, stimulation, excitement, power
Saturation Makes a Difference! Dark: Rage, anger, leadership, courage Light: Romance, feminine, innocence Dark: Moodiness, unease, frustration, power Light: Nostalgia, romance, softness Dark: Power, elegance, mystery Light: Clarity, openness, perfection
Components of Emotional Design Building the base level emotional response using color theory Personality and baseline mining Emotional response actions and the design engine
Understanding a Person in Context Personality profile What a person knows What a person knows they don’t know What a person doesn’t know they don’t know What we need to mine What they’re interacting with How long they’re interacting with it for
Understanding the Path What is the path the user takes to
What the User Cares About Measuring time on page to give insight into user topic interest
Data Mining Interest Discovery using Adaptive Human Behavioral Analysis Friday 2:45pm – 3:45pm
Determining Commonality Overlap Person B Person A
Components of Emotional Design Building the base level emotional response using color theory Personality and baseline mining Emotional response actions and the design engine
The CSS Service Engine lesscss.org sass-lang.com learnboost.github.com/stylus
Design Engine Foundation: LESSPHP http://leafo.net/lessphp/ +
The Basics of a Design Engine //create new LESS object $less= new lessc(); //compile LESS code to CSS $less->checkedCompile( '/path/styles.less', 'path/styles.css'); //create new CSS file and return new file link echo "<link rel='stylesheet' href='http://path/styles.css' type='text/css' />";
Passing Variables into LESSPHP //create a new LESS object $less = new lessc(); //set the variables $less->setVariables(array( 'color' => 'red', 'base' => '960px' )); //compile LESS into PHP and unset variables echo $less->compile(".magic { color: @color; width: @base - 200; }"); $less->unsetVariable('color');
Implementing Color Functions Lighten / Darken Saturate / Desaturate Mix Colors Adjust Hue
Managing Irrelevant Content Remove / hide content based on user profile and state
Managing Irrelevant Content //variables passed into LESS compilation $less->setVariables(array( "percent" => "80%", )); //LESS template .highlight{ @bg-color: "#464646”; @font-color: "#eee"; background-color: fade(@bg-color, @percent); color: fade(@font-color, @percent); }
Acting on Disinterest / Boredom Traits of the Bored Distraction Repetition Tiredness Reasons for Boredom Lack of interest Readiness
Highlighting on Agitated Behavior Highlight relevant content to reduce agitated behavior
Acting Upon User Queues Variables passed into LESS script $less->setVariables(array( "percent" => "100%", "size-mod" => "2" ));
Acting Upon User Queues LESS script logic for color / size variations .highlight{ @bg-calm: "blue"; @bg-action: "red"; @base-font: "14px"; background-color: mix(@bg-calm, @bg-action, @percent ); font-size: @size-mod + @base-font; }
The Takeaways Choose your color palette to match your industry & users Know your users Act upon this knowledge
Links Psychology and history of color and emotion • http://psychology.about.com/od/sensationandperception /a/colorpsych.htm • http://designshack.net/articles/graphics/the-science- behind-design-color-theory/ Colors and emotional response meanings • http://www.color-wheel-pro.com/color-meaning.html • http://tympanus.net/codrops/2012/04/03/color-and- emotion-what-does-each-hue-mean/
Thank You! Any Questions? http://www.slideshare.com/jcleblanc Jonathan LeBlanc Developer Evangelist (PayPal) Twitter: @jcleblanc Github: github.com/jcleblanc