Two:
The Multiple Faces of Emotion and Design
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Figure 2.3 Fashion from the seventeenth century. On the left, Maria Anna of Bavaria, crown princess of France. On the right, a "young elegant." (Braun et al., courtesy of Northwestern University Library.)
design, quoting from R. M. Pirsig's Zen and the Art of Motorcycle Maintenance whenever a repair is attempted. Personality is, of course, a complex topic in its own right. A simplified way of thinking of product personality is that it reflects the many decisions about how a product looks, behaves, and is positioned throughout its marketing and advertisements. Thus, all three levels of design play a role. Personality must be matched to market segment. And it must be consistent. Think about it. If a person or product has an obnoxious personality, at least you know what to expect: you can plan for it. When behavior is inconsistent and erratic, it is difficult to know what to expect, and occasional positive surprises are not enough to overcome the frustration and irritation caused by never quite knowing what to expect. The personalities of products, companies, and brands need as much tending to as the product itself. The American Heritage Dictionary defines fashion, style, mode, and vogue thus: "These nouns refer to a prevailing or preferred manner of dress, adornment, behavior, or way of life at a given time. Fashion, the broadest term, usually refers to what accords with conventions adopted by polite society or by any culture or subculture: a time when long hair was the fashion. Style is sometimes used interchangeably TLFeBOOK