Assignment 1: Products and Emotion - Watch Design

The wrist-watch represents much more than a tool to tell the time and for many, has become a symbol of status or an object of style. While the basic functionality of watches has not changed, watch-makers continue to evolve the style of watches and there is a limitless range of designs to suit the needs of consumers. As such, different designs bring forth a different set of emotions from both the person wearing the watch and to those who see it. As you can see from the three examples given below, the design of the watch exudes a certain emotional response.

1. Nixon Atom (~$80 - $100 USD)
Backlight, Water Resistant, Day/Date Display


The Nixon Atom watch is an example of a visceral design. The watch does a good job of making an impact upon first sight. This is achieved from the unique design of the watch which is sleek and futuristic. Upon first seeing the watch, the observer is intrigued by the informal design; which includes a large plastic rectangular face, small digital display with a “retro” font and the use of black as the primary color. The clean and unique design of the watch causes the viewer to take a closer look at the watch and examine it further. The watch gives off a youthful and exciting feel and is likely targeted for the younger audience. At the same time, the watch lacks the features and practicality of a behavioral design. Its youthful appearance and the use of plastic certainly do not give off the feel of luxury and this type of design would probably not provide much in terms of a reflective or deeper design.

2. Seiko Chronograph - SND383 (~$200 USD)
Stainless Steel, Luminous Hands, Chronograph, Tachymeter, Date

The Seiko Chronograph watch looks like your standard watch, and it is meant to be just that. The design and functionalities of this watch make this a behavioral design. The use of a traditional stainless steel body and features such as luminous hands and the chronograph show that this design is not meant to invoke excitement. Instead, the chronograph and tachymeter make this a very functional watch offering features for a person that actually uses the watch rather than wears one for visual purposes. The experience of wearing this watch would probably not be very exciting, however the watch appears dependable and very functional. Going with a more traditional design shows that the design of the watch is not heavily focused on just its appearance but likely on the overall features of the watch including durability, functionality and comfort. Seiko is a very dependable watch-maker and this watch is sure to attract someone looking for a dependable watch for everyday use. Since this watch is pretty standard in terms of design and price, I would not classify this as a visceral or behavioral design.

3. Chanel J12 - H0969 (~$8,500 USD)
Ceramic, Diamond Bezel, Water Resistant, Date, Automatic Movement

The Chanel J12 represents luxury in many aspects and is a clear representation of a reflective design. The watch is made from polished white ceramic and gives off the look of class. The watch bezel is covered in diamonds and is a very telling sign that this watch is expensive. The watch runs on automatic movements which are standard in most high end watches. However, automatic watches do not necessarily run better, but are more difficult to make. The additional price associated with buying an automatic watch does not result in higher performance. Instead, automatic watches are respected for the amount of work put into them and reflect the art of watch making. It is apparent that such a watch goes well beyond the needs of anybody buying a watch. The unique design and use of diamonds and better materials makes the experience of wearing this watch special. Since only few people can afford to wear such a watch it makes the owner unique and feel privileged. To others seeing the watch, it signifies that the person has money and is successful.