People are Social Animals.

We people use whatever around us to be social, that can be technology, science, cultural, values,religion etc. As human being we try for social gratification.People don't just think, they also feel.

Lion in Suit, watercolor by Frits Ahlefeldt

Famous Evolutionary anthropologist study social groups in animals. Robin Dunbar 1998 specifically wanted to know if there is a relationship between brain size and neo-cortex.He did a study on various species of animals, based on the experiments on animals Dunbar extrapolated what will be the tentative number for humans to survive. It is recorded as to be 150. There is a limit of 150 people for our survival community in a closed proximity. We humans if we don't feel we have a tribe around us , we tend to feel isolated and stressed. Our relationship with large number people is considered as weak ties, the bonding with closed knit group would be strong ties.When you are designing a product that has some kind of social connection inbuilt in it, ponder on the ties associated with it is strong or weak.If you are designing for weak ties, don't rely on direct communication among

If you are designing for weak ties, don’t rely on direct communication among all people

in a person’s network or physical proximity.

When you listen to someone talking your brain immediately starts working in sync with the speaker. Syncing plus anticipation leads to understanding.

Grey Stephen in 2010 did a study which states more the brain in synced up , the more the listener understood the idea and message from the speaker. Presenting info via video / audio where people hear the sound is an special way to understand the message.

In order to understand audience demographics we need to very clear about their psycho graphics.

Seven basic emotions are universal about human beings. Mood, emotions and attitude are three different aspect.Decide which emotions drive your target audience. In addition to basic demographic information, identify and document psycho graphics for example, what emotions are motivating or will motivate different parts of your target audience?

Paul Ekman’s seven universal emotions

We plan to argue about functional usability vs aesthetic usability. what do you think makes more sense? A designer would always say aesthetic usability.

The most predominant sense among the five senses is our vision, we usually can't stop our self to look at what is attractive. In simple physics it is the light reflected from a wonderful design is perceived by our retina like a magnet.

Visual aesthetics have these key elements Color, Shape, Pattern, Line, Texture, Visual weight, Balance, Scale, Proximity and Movement.

Sound aesthetics have these key elements Loudness, Pitch, Beat, Repetition, Melody, Pattern and Noise. Using them well will create enjoyable “music” for the audience.

Touch Skin is the largest organ in human body. It also helps us experience the aesthetics. Material aesthetics are especially important for physical products. Material aesthetics key elements are Texture, Shape, Weight, Comfort, Temperature, Vibration and Sharpness.

Shape psychology helps in rebuilding the silhouette of the product. We associate certain shapes with certain forms we have already used.

There is an assumption that individuals can develop an aesthetic sense or taste, and further, that, by consensus, a right and wrong about standards and taste develop through hegemony. And this Hegemony also becomes our mental model.