Day 60. - Rasa Theory in Design- 100 Days 100 Skill Booster Sessions

We've been seeing all of this loss but where it really meets. This is the most important segment and the segue which is going to open up another new perspective for you being a designer. That is why this call is very, very important. I wanted you to switch on your camera, pay close attention, take a notepad and pen and fully be present here. Because it is all about interaction. This session is not about presentation of like whatever I'm doing and all. No, it is all about. You guys are very interactive throughout this session. That's the whole point behind this. Okay, just give me yes in the chat box. 1. If you are agreeing with whatever I'm saying. Come on, type out of the chat. Yes. If you are agreeing with whatever I'm saying. Yes, yes, yes, yes, yes. Good morning Jain and good morning Aral. Good morning Padmavati. Good morning Aravind. Good morning Anju. But please switch on your camera. Guys, let's go live. Just a second, just a second.

Okay.

First time sharing it to our community as well. Okay, fine. So first of all what does mean by Rasa's theory? Guys, have you have any idea before? I just wanted to ask you. Yes, Aravind, please do switch on your camera. People who are there in this call, it's a good chance that you will have to interact with me because you are not going to learn. Hi. Hi.

Hi.

Hi. You're not going to learn without just showing their faces or without just being interactive and active. Okay? That's the main part. I wanted to tell you that this subject, whatever we are going to teach you, it's not going to come just like that. Even the laws, each and every law, what we saw, it's not easy, not easy to implement. It may seem very easy but when you are implementing you will have a lot of problems.

Okay?

Same. This is even more difficult. It is very abstract. That is the reason it is very difficult to connect the dots. But if you pay close attention I will try to help you with some extent what we can do about it.

Okay, fine.

Can we start this session? Just a second.

Okay.

Fine. So you're going to see something called Rasa theory in design.

Okay.

What happened? It's not coming. Okay, just wait for some time guys, I'll show you one. I'll show you one. Okay, One example. Probably with that we'll start this session.

Okay? Okay.

So I'm going to show you series of images for you guys.

Okay?

You guys have to tell me what are you feeling while you're seeing that?

Okay.

I just wanted a simple answer that's it. I just wanted a very simple answer. No complex, nothing.

Okay.

Okay, fine. Let's see this while you're seeing the screen. Like let's say this one.

Okay.

While you're seeing the screen, what are you feeling? Type out of the chat. What is your feeling while you're seeing the screen? Quick, quick, quick. I wanted you to quickly type out because we have no time. It's a very, very short call. You'll have to type out. What do you guys feel while seeing the screen? Fast. Any two quick keywords. I don't need sentences. I just need the quick keywords.

Okay.

Congested, clutter, Clumsy.

Okay.

Okay. What else? I want everybody to type out Overloaded. Okay, fine. What do you guys feel about this one? No, it's not the. See this one?

Ah.

What do you guys feel about this one? Just look at it. Observe and just type out the keywords alone. What do you. What do you feel when you. While you're looking at it? Go ahead, Go ahead. Fast. You need to type out lot of keywords. Guys. See if you're not able to connect with this pictures, whatever I'm telling you, nothing is going to go over your head in this session for sure. Okay, just write it down very carefully. Just. Just write it down. No judgments. It's all within us only. No problem. Yeah. Unorganized. Confusing. No. Try to, try to observe. There is a huge difference between the first image, what I shown and this one. Please understand that. Confusing.

Okay.

Okay, fine. What else? What else? Try it out.

Guys.

Sitting ideally is not the point. You'll have to try it out. Jayanandhini, other people just try it out. Just type out what you feel ideally while you're looking at the screen. But nobody is really getting closer there. The answers are little.

Like.

The answers can be little bit closer. This is like very generic answer. Everybody if I show him no even whether he's a designer or non designer, they will still type this answers. But you guys are designers. You guys are becoming a designers. That's okay. But what do you observe in this? Screens. Yes, that's great. Excellent. Jayanandani. Jayanandani is little closer. Less white space saying more detail. That's great. Superb. This is. This is what is little keen observation. Okay, go ahead. Go ahead. What else? What else? Okay, let me show you another image. Hold on. What do you feel by this? You can type two keywords. I'm not saying two means two answers in one text. What you're typing.

Okay.

It should be two words. Initially I asked you to Write one word. But now you'll have to describe in two words. Like let's say if I were. I was about to say something for this example I'm giving you. Okay, but you guys try your own way. Too much but organized. Okay, Too much organized. I would say too much comma, organized. That means the details are very much. But there is a little organized information which is available here. That's the two things which I will associate. So what would you associate again from your observation? Go ahead. Congested but clear. Okay, fine. Bento boxy. Bento boxy means. What is that? Bento box here? Is that some acronym or what? Okay, fine. You can open your mic and talk. No problem. Mm. Looks like bento box style. Okay, fine, fine. Got it. Okay, that's fine. No problem. But I wanted to ask you one more question, guys. While you're looking at it.

Okay.

What do you feel by the screen? Type out what do you feel? What do you feel by the screen? Like I'll start myself. I feel energy. I feel freedom. I feel possibilities. I feel common. I feel simple. I feel minimal. I feel radiant. I feel clean. I feel connected. I. Feeling this much. I'm just giving you an example.

Okay.

This much keywords you can able to associate with just one picture. But are you able to try? People are only typing one or two answers. Why? If you start talking about this one particular screen, there are many elements to really break down in this.

Okay?

So think consciously and go inward. Like what do you feel by just this visual? Okay, let's see. The reason why I started with the screens is because many of you are very familiar thinking that design is only about building screens.

Right?

So that is why I started with this. But ideally this topic should not be started with screen. It should be started with art paintings. But you guys will be completely lost if I show you that. Okay? That is why I am taking you from your. What you call the earlier knowledge and previous experience what you had.

Okay.

So now type out at least 10 keywords. Guys, whatever you think is suitable and apt for this one. Think more. Think more. I'm feeling even more what you call words for this one. Like let's say elegant. I'm seeing educational. I'm seeing. I'm seeing style. I'm seeing trend. See I've. I've told more than 10 keywords now. It should all be very related to this emotion. So don't just type one keyword. Arvind. Fast, fast, fast. Hmm. Hmm. Let's see if somebody is typing in the YouTube. Yeah. Anjali. Is typing information overload. Anjali is saying monochromatic, breathable, calm and clear. Okay, that's fine. Fine. But more keywords. See if you are looking at it like a. Like. Let's say if you're looking at it like a mechanical thing, you will not get it, guys. You will have to look at it in a very emotional way. Like what do you feel by this? What do you really think? What do you like? Let's say if you have to keep this in front of your eyes for certain amount of time. What are all the maximum keywords which you will extract from here? Go ahead. Okay, maybe I've spoiled a lot of things in this visual. Okay, let's not go for this one. I'll take you another one.

Just wait. Just wait.

Okay, I'll take you another one. I'll take you another one.

Just wait it. Okay. Okay.

Now I wanted you to observe this very closely.

Okay.

This one image. This one image. Don't get distracted.

Okay.

Just close your eyes for just one minute and think. First of all, observe this picture. Then you close your eyes and little bit think what else you can associate. I wanted you to write all the keywords. What you're associating with this. Pay close attention. There is no judgment, guys. Okay, just. Just type out what do you think by observing this one? I'm not going to tell anything. Go. Sadness.

Okay.

Simple and sober.

Okay.

Delight. Clean. Explore. Oh, that is for earlier on.

Okay. Okay.

Surendra is saying it is sadness. Okay, fine. What else? I wanted you to keep typing as much as keywords you want. Don't just type. Yes, yes, that's great. Emotional. Destination. Wish. The end. The sorrow. More, more. Love. Death. More, more. Guys, come on. See, these are all like level 1 answers. Any non designers or anybody who's just binging in the YouTube or maybe online can tell these keywords. I wanted you to go something even more deep. Go ahead. Detailed. Grandness. Painful. Sorrow. Regret. Cold eyes. Okay, that's great. Anju is going little bit deeper. That's good. That's good. Fine. Now you have to go to level two answers. Guys, just close your eyes now. Okay, close your eyes. Now put this picture in front of your eyes and think about what is this particular statue just trying to say to you? What are you sensibly feeling? Just wait for 30 seconds and observe that. Yes, go ahead. Before me started putting words and pouring. I wanted you guys to type out Empathy. Divine. Divine. That's great, Arvind. Superb. Goodness. Heaven. That's great, Arvind. You're going Little deep. Yes. Yes. Anju and Aravind are going little deep. What about others? Others are typing only a level one answers. Go ahead. Go ahead. Go ahead. Fast, fast, fast. Two objects the same color. There is no difference in the color. I think. Okay, that is observation is good. But the keywords I'm asking. Sculpted. Anjali is saying sculpted. Divya is saying heartbreaking. Pain, Sadness, Mother's love. That's great. Divya. Divya has gone little. Level two answer. Visually appealing. It's too obvious, informative, interesting, calm and clear. These are all like two obvious. I wanted a level two answer from you guys.

Okay.

Level two answer. What is this Level two answer? What are this Level two answer? That's what I'm looking for. Are you guys only seeing this much? No. I really expected a lot from you guys. Forgiveness. Okay. That's great, Aravind. Superb. Aravind has just started thinking. So far. Aravind is getting warmed up. I don't know why. Guys, come on. Just see. This is not very easy. You have to little bit go inward. Like let's say if you are the person who is actually sitting in this statue. Imagine if it's not a statue, it's a reality. What will you actually feel? What will you actually think? Or maybe if you have sculpted this on what emotion which you would have did it? Helpless. That's great. Padmavoji. Superb. I can understand that word. Helpless. See, there is of course an emotion in helplessness. There is of course an emotional which is like mother's love. Like forgiveness. Start and end. Okay, that's great. Start and end. Good. More. Few more keywords. We'll go into the next part of it. Poverty. What makes you say it's poverty? Okay, maybe. I don't know. Okay, fine. Calmness. There is no judgment. Guys. I'm not saying this is nothing. Right? Wrong. You will have to be as relevant, close to possible. That would be whom. That's good. Good. Good. That's great. That's great.

Okay.

So what did we do for this few minutes? Guys, tell me. What did we do for this few minutes? Last few minutes. What did we do for this past few minutes? Any idea? Emotional trigger. Again, obvious answers. Think little deep. We are doing product design, right? Why did we need this? Why do we need this? Go ahead. Why do we need this? Come on. I wanted you to type your answers. Guys, first let me understand how this is getting absorbed from your end. Okay. Before I keep telling you. Okay. This is the thing. This is the thing. Today's day is going to be yours. Because ultimately you have to bring in the perspective more than me. Teaching, teaching, teaching. That's not what is designed. In fact, I'm doing more teaching. That's not correct. Ideally speaking, I should stop doing that. The exploration from your end should be really, really high so that you tend to explore your own way of design through seeing that lens. It's not like jagdish is going to add a lot of perspective. Wake up. Exercise. That's great. Okay, fine. So now let me take observation. That's great, Arvind. That's what I'm asking for. Like what are you actually trying to do? There is something called Rasa theory.

Okay.

See, just observe what I'm going to help you out and teach you out.

Okay.

Don't think that you're going to get everything in this one particular session. It is highly, highly difficult. In fact, I would say people who are starting up as a designer don't think this much big. People who have at least a job, people who are little bit thinking about what you call making design as their entire destiny. You can definitely put this consciousness the law of Gestalt Rasa theory. I would also say freshers can do it. But I would say with one more caution. If you are damn serious about your design from the start of the day one you want to go into the depth of it. Yes, definitely. This is a superb topic for you because you need to have a love and passion to understand these topics. It's. It's not going to get you any kind of a results Tangibly.

Okay.

It's not a job search subject or it's not a what you call portfolio subject which is the outer layer of everything. This is the inner layer of it. The design, what you're building, the foundations and the, and the, and the basics, what you're forming. It's all going to be built based on this. It is same like goals, values, mission. What are people used to fill in the Codex document while they meet me in one to one. So how we form the basics for each of the student. So these things are ultimate basics from the past thousands and thousands of years, how the humans have evolved. We've been not putting art and designers just like today or maybe in the last 20, 30 years or maybe UI UX is there for the last 20 years. That's it, right? We don't know what is digital before that. And before 30, 40 years physical product design was there. Before 100 years, mechanical design was there. From there it was evolved into product design. From there it was Evolved into industrial design, ui, UX design. Lot of branches have spread out. But let's say 100 years before, even 200 years before the Renaissance, the baroque, the art movement was there. Like let's say the kingdom, the paintings. What you see in the sculpture, what you saw is a very, very famous sculpture. Okay, but what happened thousand years before? What happened 10,000 years before? People used to evoke different emotion by their entertainment skills. People used to evoke different kind of an emotion by their artistic skills. By drawing, by sculpting, by showcasing some art. Like people used to walk in the rope. You used to get one emotion while you're walking. What is that emotion? Can somebody tell me? While people are walking in the rope, I'll tell you mine. I will get some stomach, some butterflies in my stomach while those people are walking. Because I feel like, okay, what if they fall? What happens? Oh, they are, oh, the rope is going very low. Oh, what happens if they fail? I get a little scared, I get a little fear. I feel bad for them. I feel poverty is making them to do all these things. This is the emotion what I evoke while I'm seeing that. Okay, but what are the emotion which other people are seeing? What are the emotion which you are seeing? It will all be unique. It will all be different. It will all be very, very, very, very different. With that what you're trying to express, these people are expressing some emotions, right? They have some emotion. For them there is nothing emotion. They have to do it to earn money. That's it. They're just walking, simple. Their emotion is very different from us. So from the ancient period itself, this emotion has been coming in play by creating some kind of entertainment. Some art and some educational also is happening through this. But how it is very relevant for current context. There are totally nine emotions available which you will have to just understand it. Okay, we are going to see that now. Okay, it's all boiling down to just nine emotions. First of all, let's see the description. So Rasa theory from ancient Indian aesthetics. Actually this word has been formed from ancient Indian aesthetics. This emphasizes mainly on emotion and how it influences and connect the audience. See that statue, what you saw, it really connected with lot of your people. I would say at least it's connected for Aravind, Anju, certain people who have gone little deep for other people. You are just typing words, that's okay, but you need little more time. I mean there is no judgment for some people. It may take little time for you to connect that. But if I keep showing you 10 pictures like this then your consciousness will be really, really high and fast. See, we used to do lot. That is why like when I see some picture, I keep pouring words. Leave me. That's. I'm not the picture here. You guys are just starting to develop this consciousness and awareness. So you have to think can I do this? Even if I see any poster, I will not just like that, look at it. I'll go very deep and think about what gone behind this, what design was thinking. While they do it, I can clearly spot out the mistakes. This guy was having some problem while he created this visual. This guy had some. What you call some. His nature of personality is not very bold. He is very shy. I can see this designer has struggled while he is placing the elements here and there. So the way in which every designer thinks is very different. Because every emotion, what you recreate while you are. While you are designing something is very different. And that starts with this exercise in design. It involves crafting experience that evokes specific emotion to drive engagement, retention, satisfaction. That is.

Okay.

So why teaching this Rasa theory is important to designers? You will have to understand there is a deep emotional connection, guys between each and every impression what you're creating. Whether it's a picture, video, visual art, even if it's a dot, it's very important.

Okay.

Cross cultural application. Though rooted in Indian aesthetics, Rasa theory applies universally to human emotions. That is what I'm trying to say. It is actually universal for human emotional responses. What are the relevance in modern design at the heart of user experience, branding, storytelling. I would say more of this branding. People really think about this a lot. I've seen these people, user experience designers, they don't even know this kind of a topic do exist. Product designers, that too super. Nobody really likes this kind of a topic because it's too art and abstract.

Right.

Practical value. It aligns your user emotions. See why certain products we used to use for years.

Yes.

Have you seen the Royal Enfield bike? People pay 2 lakhs, 1 and a half lakhs to buy it. And people own it for the pride or for the reason or for the aesthetics or the functionality or for the. Or for the. What you call the durability, reliability, quality, whatever. But people do own it for years. And they don't change the brand. They keep buying again and again the same Royal Enfield brand. Because Royal Enfield is an art. And that art has been connected with the people's emotion. And that is why they are successful. Rest is just. Rest is just normal, guys. The color Material, finish, paint, everything, it's okay. But whatever these people have designed. I worked with one of the Royal Enfield designer who designed Thunderbird.

Okay?

So Thunderbird, I mean, I had a very interesting conversation. I worked with him for two months actually. His name is, I mean Centroid Design Studio. He was designing that. He was named. His name is Ramesh Manikam. He's an excellent guy. He's like a close to 450 products he have in the market in India and abroad. He was the one who invented this V Guard product design. Okay? He's a very pretty famous designer. So I asked him a question like, what made you design this? Royal Enfield. He came up with a story of same. Same. Exactly. Whatever you guys are explaining, whatever you guys have saw now, like let's say. Just a second guys, just a second. Whatever you guys have seen now, okay? The emotion, the expression. He exactly talked about this. I connected the dots when I was learning design to this part. He got 25 years of experience. He's able to apply this after a lot of time in his career to really reach its potential. So they used to create one, one, one what you call a puzzle.

Okay?

So 20 to 30 years after how people can ride bikes, they started to make this puzzle, okay? And they started filling that puzzle with lot of elements. Like let's say people like music, people like these colors, people like elegance, people like this, that they try to create a puzzle and they try to create an emotion out of it, okay? Once that puzzle is fully formed, then they started designing this bike. And that is why Thunderbird becomes a complete facelift for Royal Enfield. Not just styling, it's not just material, it's not just design. I mean, each and every product has this. See, companies like BMW, I've been into BMW's design studio, guys, it's in Germany, Munich. These people pay close attention to the emotion. Insanely level. When you look at a BMW car from the top, like let's say the i8, I would say, okay, you evoke a feeling which is even sensually, you will be feeling so good. Like whenever you go near the Rolls Royce car or something, you feel like goosebumps happening for you. You have to go near it. You. It's not like I'm saying you'll feel it. You'll have to go near certain brands and products and services to feel that. Because these people have meticulously designed and these people have put lot of efforts in thinking about how this can evoke a different emotion, how this can evoke a softness. Like, let's say if your product needs to be soft, you'll have to think about soft. If your product needs to be hard, you'll have to think about hard. So there are different, different emotions which you used to evoke. And all of these emotions are coming from the aesthetics. What our ancestors have put earlier. Don't think you can create some screen and everybody is going to love that. Don't talk like a child. There are a lot of things which goes behind it in order to make your screen enjoyable for kids. There is a certain type of emotion which you will have to keep if you need to keep it for the trendy youth people, you need to keep some kind of an emotion if you wanted to do it. For the older people, there is a kind of emotion. If you wanted to make it universal, like Apple, like Tesla, like I would say there are many applications, I would say but these people have gone beyond this. BMW is one such aesthetic. Rasa guys, excellent. I like their emotions. They meticulously craft this emotion. And there is a brand called. It starts with K. Those are all like handmade cars. Okay, so they do this Ferrari. Ferrari is a handmade engine, handmade car. Okay, so these people. Okay, I would not say Ferrari. There is another brand, I would say. I'll let you know. Guys, there is a car brand, okay, Coenag, I guess coag or something, I'm not sure. Okay, so these brands, they do a handcrafting. They choose the colors of the seat cover, the car, the the kind of dashboard. They. They do a different kind of emotions which is universally appealing for everybody. How can you make something design universal? It takes a lot of time. Royal Enfield Thunderbird has become universal. The reason being this has been thought through. It's not like some designer has taken a sheet of paper, they drawn some bike tank cover and then they put it in the 3D model and they start developing. This is what UI UX designer also does it right? If they get a design task, if they get something, they just start making screens. They don't even think about who is the user, what is the company we're applying for, what is the emotion which will be evoked? And am I really justifying whatever has been asked for? Is the problem getting solved is the people are connecting with this emotionally. People can't use a mobile app continuously for more than 15, 20 minutes unless there is an emotion evoking in this. If somebody is using that like let's say Instagram. Instagram has taught through this how people can able to stay connected with their application. That Is why that in fact Instagram is a very good art and creative app. I would say a lot of designers have put their thought into it. That's why I asked you to watch that Netflix documentary. Ian. That guy. What's that? I don't know, like Baltring or something. I forgot his name. A guy with the big hair. So that he will talk more of this emotions. What this app is about.

Okay.

It's not like putting some icon and they put some colors. That's what is Instagram logo. The deep amount of study which has gone behind why this particular emotions are created. Okay, so this is the whole part guys, I explained you everything. Now it should be very easy for you. Okay, so originating from Natya Shastra. In fact you would know about Nati Sastra. You can read about it. Rasa refers to the emotional essence of flavor evoked to be a different art. There are different type of emotions available. Guys, I would say Nava rasas but I'm not saying everything can be understood very easily. Okay, the first is love and beauty. You saw that statue, right? How many of you evoke love and beauty for those people? This is actually Sringara evoking joy and attraction. Second, definitely that statue is not laugher. If I show something different statue or something different art, it's actually called laugher means in Hindi laughing, fostering humor and light heartedness. Next is compassion. Are you feeling compassion? I mean that statue may be little bit compassion. Karuna. Like let's say karuna they call inspiring empathy and connection. Next is anger. Yeah. There are certain statues or paintings or even the screens which will show you anger. Raudra provoking intensity and urgency. Right? There is a film called RRR. The 3R is actually a 3 emotions. How many of you have observed that part? The three emotions, the three Rs they call okay Veera Courage, encouraging empowerment and strength. So you are your application or your product design or anything guys will definitely fall in this category and sometimes it will even overlap. So you have to first create that. What is your real intention behind doing this? I wanted to evoke a feeling of fear. I wanted to create a feeling of wonder. I want to create that. I want to create a feeling of peace. Like let's say when you go for an application like calm. Have you seen this application guys? It's a wonderful application. There is application called Mindvalley Calm. These are like superb app. Like they'll bring you shant. Like let's say shanti bring peace and serenity.

Right?

So each and every application if they are designed with this kind of a thoughts and consciousness, you will definitely connect with your audience. Guys and people in one go looking at your screen will be like hooked for some reason. They'll understand. They'll observe you. They'll take you as a designer. Because you have connected with them a lot.

Okay?

See, there is an intuitive part and an emotional part to it. There is a logical part to it.

Okay?

There are two sides. In fact, if you are. If you are a design for change student, you will know our big value is balancing art and creativity. I mean creativity and emotions. Like. I mean always have logical thinking also. Creative thinking also. There is a balance between this. You can't be too much artistic. You can't be too much logical. I mean that's. That's not going to solve any problem.

Okay?

You'll be just working as an artist. That's okay. But this is not the program for it. You may be good for creating art, museums, paintings, sculptures. That's okay.

Good.

But here we have a different thing. Your balance should be meeting out.

Okay?

So that is why these emotions are very important. If you completely become logical guy, I'll talk about functionality. I talk about usability. I'll make it very functional. That is okay. But why would people use it again and again and again? There is an intuitive emotional connection, right? So this is what is the nine basic elements. Guys. Disgust. Bibatsa. Wonder. Aboota. Peace. Shanta. I told you. Bhayanaka. Fear. Veera. Courage. So in Bharatanatyam, the dance form of Tamil Nadu, the the nine emotions are expressed in a form of dance style.

Okay?

People express it in a different way. People express it in musical. Have you seen people singers who does it musical? There are many musical concerts which I've seen. They completely talk about this nine emotions.

Okay?

And also there are some kind of what you call drums. Like let's say people used to do instrumental play. Not just a voice, they used to play instrumental. And some people do it in a dance. Some people do it in art. Some people do it in a sculpture. But are you guys doing it in your physical or digital products? Think about it. If you do that, your designs will last for legacy. That is why I told you. This is something which is deeper to think. You will not get it immediately.

Okay?

Can you type out in the chat? Are you guys getting it or. It feels Jagdish. It feels over my head. I don't really get. Tell me what should I do to get my job? That's what people are thinking, right? It's okay. But I just need whatever is required to get a job. You tell me that who is like that? Totally fine, guys. No problem. I get it. Okay, fine. So what are the mechanisms in this design? Okay, see you can evoke this emotions by using some colors, some shapes, some typography, some. Some. Some. Some basic. Different. Different mix of different rasas to do it. But you can align your user interaction and content to emotional goal of the product. But the main objective for you is you have to find out what is the goal of this project. Many people have a big time problem in it and you'll have to research about it. It's not like you're directly taking some assumptions. And then you started doing it. Research about it.

Okay.

And then create a mood board for it. I'll maybe take you mood board later but not now. Okay, Mood board. And then start creating your canvas automatically. Your designs will be very, very important. Okay, so there are three techniques to do it guys. My favorite technique is always storytelling. Second is visual elements. Third is contextual quiz. See first of all I'll tell you Storytelling. You can able to evoke emotion. You can able to connect with the product and service what you're designing only through creating emotions through stories. How to construct a story? There is a very deep case study which we have taken guys recently 2 hours we have talked about storytelling in the last design verse workshop. People who have attended that they are going to be getting a mind blown value. But it's not available in our courses as well. We took it in the design verse workshop. So it is crafting emotions that evoke. This is the narratives which that evoke emotions align with the design goals. Sometimes if you create a proper story narrative. That is why I ask always students to write a case study in a way which is terrified which is gamified. Yesterday one of our student Muthu also he did one gamified project. I mean I will ask him to share today in the group. You guys can look at it. He is our student. He has been getting every single day interview calls. Before that he used to not get at all. But this guy, I told him like why don't you complete a project which is very interesting and unique for you. He was going very deep into one project and then he gamified that. So that evokes a different emotion. A playfulness. Right? A playfulness, a happy, a joy. So if different emotions are being associated to it, you can do it in visual elements which is predominant. We know about this guys. I shown you.

Okay.

Contextual Quiz. The lecture includes elements including resonating with users, environment, needs. These are all like pretty common, but this is uncommon. So these are all the three ways you can able to achieve your results for your projects, for your case studies and then automatically it will be connected for various amount of students. Okay, so my favorite what happens neuroscientifically? See, it's not like emotion. Emotion. You need to understand what happens to our brain. Emotional design activates the limbic system. We've been talking about limbic system, how it activates your prefrontal cortex. Because I told you when you're activating prefrontal cortex, you'll think creative, you will think mission, you will think goals, you'll think vision, you will contribute something to society. If you are working in amygdala, it's like flight or fight. Whether I'll get salary this month or not, I need to pay my bills. Oh, is it okay?

Okay.

Like you are in a mind of scarcity. That's called amygdala animal behavior that we used to have for millions of years. But when you have prefrontal cortex thought, what happens? You see vision. See when you look at that statue, I have literally helped you to activate your limbic system and activating prefrontal cortex. Thereby you saw more emotions. Right? The people who type more emotions, they are a little bit activating their prefrontal cortex. So that's the thing. Dopamine hit release during engagement and boost recall and connection. Cognitive neuroscience journal says this emotionally engaging designs have 3x higher conversion rate. End of the day your business needs this. Guys. Whether you're a product designer or a graphic designer, or a physical designer or any designer, end of the day, your product or service needs to be purchased by your customer. The conversion needs to happen and this is the fastest way to go and reach them. 3x higher conversion happens, guys. In fact this was said by Don Norman, Interaction Design Foundation. So if you're not thinking about emotion, you are missing a big part out of it. You are not going to become a great designer. You will become a substandard designer, labor designer. Input will be given, you will be executing Saturday, Sunday you will come home, you will get salary, but you will never make designs which is like classical national level international design. Okay, so product with emotional resonance increase engagement by 45 percentage. 90% of the SNAP judgments about products are based on color associations. Think about it, the emotions, what we quickly associate. It's all about colors. A Journal of Consumer Research 63% of the user remember emotionally engaging stories better than Factual data. Harvard Business Review says that emotionally connected users are 52% more valuable to the brand than satisfied user. How many of you are getting mind blown by this one stat? Emotionally connected users are 52% more valuable to the brand. See, even though there are certain products which is functionally superb. But I used to connect with only Apple for all the products. Like let's say this iPad, this tablet. Earlier I used to have the iPhone, it got broke. But the thing is there is something which is emotionally connected also. Apart from the functionality, apart from the yeah, I'm getting all the work done really fast in the laptop compared to the Windows laptop. Workflow is better, productivity is great. But if there is another brand which is coming in the market tomorrow, which is even more productive than this. But I would think a lot before switching to that brand. The reason being the Apple has made some connection with the user. I mean I talked about last week about the Apple, how they play with the sensors. So there are a lot more designers who are specifically working like let's say if you open Apple package, there is a designer who is sitting to design when people open the box, what kind of emotion they feel. How can I create the unpacking experience? How can I create a packing experience so that people will be starting the user experience from opening the package itself? And that's why the people pay one lakh rupees here. It's not a joke. People pay more than a lakh rupees to just for a phone. 5,000 also you can get a phone, right? 10,000. It's available in the market. So this is the brand loyalty guys. Ultimately people are looking for this. That is why guys, I always tell designers who are looking about branding design and we wanted to convey through emotions. They have a very huge scope in India. They have a very huge scope. Because in India this is not very prevalent. If you go and work for a design studio, ideally whether they have a job vacancy or not, it doesn't matter. But when you show this kind of emotions and designs through your work, people would love to have you. Because this is all time demand skill for any design studio. Whether they put vacancy or not. Every design studio needs this kind of people. But it's not very easy to master. You will have to take a lot of time. You will have to take little time. Okay, but just I'm starting to give you some consciousness but you can go about it guys. See I'm not going much deep like let's say Spotify app, if you take Wonder Calm app, if you take Shant I told you, right? Nike Courage LinkedIn Learning Sringara Love personalized course suggestion for fostering satisfaction. You can take bold visuals motivational shant personalized year end review features Spark curiosity So I can give you a lot of case studies, but how are you going See, the reason why I'm taking certain case studies is this case studies we've been seeing from the last one week. So you need to associate with this dry vacuum Dyson vacuum cleaners. Abu tha wonder I literally feel wonder how come a vacuum cleaner can work like this. See, they have literally set the benchmark for vacuum industries. Okay, Dyson. But that's what they wanted to make the people feel. Coca Cola Laffer Tesla Minimal. If you go into the Tesla car, you will feel so calm. It's like mind blowing design I would say.

Okay.

McDonald love WWF logo.

Okay.

This is for animals. WWF logo. Okay. Airbnb Focus on human connection and belonging. Because Airbnb is all about staying Instagram stories wonder dynamic creative content. So additional examples I can keep on giving you guys Starbucks, Netflix, Ligo, Uber. It's all fine. I think you guys must have got some clarity. But now I wanted to give you an activity. Guys, before we sign up for the class Enough of theory.

Okay.

Analyze a digital or physical product to identify the dominant rasa for it. Can you guys do it? I wanted you to. Guys, do it now. Okay, time is 6:47. We'll do it for the next three minutes. Understand how emotions shape your decision and the perception. A short presentation. You guys need not have to even make a short presentation. I would say just highlight that and send me a screenshot. The time is 6:47. I'll switch on the timer for the next four minutes.

Okay.

Just go to online, find out. Think about it slowly. There is no judgment.

Okay.

Four minutes. I'm giving you the time starts now. People are on the YouTube. I'm not sure how I can able to see your work. Okay, Take one screen anything and try to bring what is the dominant rasa what you're seeing and I'll send you the screenshot. Also in our WhatsApp group.

Okay.

In our design for change group, you guys can look at it because it is little difficult for you to sometimes understand which rasa fall in which category.

Okay.

Yeah, I've just pasted. Guys, look at the nine rasas carefully and find out what rasa your design is really evoking. Yes, I pasted. Guys, go and look at it. Yep. Take it from the WhatsApp group.

Okay. Yeah. Thank you.

Do it fast. People who are watching this YouTube in the later stage also this time is for you to reflect and do an activity.

Okay.

It's not like you're just sitting and staring.

No.

Two minutes left. One picture. Don't take much. Don't get confused. You can take sculpture, you can take picture. You can take UI screen, digital screen, physical screen. I don't really mind what you guys take. But I need something tangible it. Just take one screenshot, mark with some pen tool or something and then send it to me in the chat. No problem. I can able to see that in the zoom chat. Yeah. Yes. Arvind. Yes. Muthu. Yes. Punish. Yes. Padmavadi. Yes. Anju. Yes. Arul. Yes. Jain. And yes. Yes. Yes. Go ahead. Go ahead. Go ahead. Just type out. Is this a companion? Very useful, guys. Like let's say this the meeting. But I'm not able to activate this for a longer time. But anyway you guys can try it out. In our zoom app there is a option called AI Companion.

Right?

Just check it out.

Okay.

Just mark it down. I can see that your screenshot is good. But which rasa you are trying to mark here? That's what I want out of this nine. Just look at our WhatsApp group.

Okay.

Take that nine Rasa. Mark @ least. Definitely there will be more than one or two RASAs in each and every screen. Okay. Just mark it down at where you feel. I can see only screens. But what are the emotion? Last one more minute. Do it fast guys. I'll wait for it. Padmavadi, just do it. Not an issue.

Yeah. Try it out.

The skill can be learned only while you make lot of mistakes. And try again and again and again. And show to your mentors. And get corrections. And corrections and corrections. How can I get this skill? Divya? You need to practice it a lot. Divya. That's it. Very simple. Divya is asking in YouTube live. Hi JN Jain. I'm seeing you. Hi Anjali. Good. Good, good. Are you guys taking the action? Are you guys taking the action or just watching the YouTube video? Take action. Then only you're going to learn.

Okay?

Yeah. Just mark at least one emotion. Maybe if you're not able to find out a lot. At least one. Start with one. Go ahead. Okay. Arvind, where is the Asya laugher? Show me the picture.

No.

Show that picture. Mark it and show me. Arvind, just take one screenshot.

Okay.

Aravind, you can try better. That's okay. Good. Too primitive. Basic. Fine. I expect a little More higher quality from you.

Okay.

Prime video. You're saying that logo is. You can associate this for entertainment as well. Arvind, you can associate it for trust. You can associate for this one. Like let's say if I have to really show you a proper way to find out. Like let's say I would say Hasia.

Is good but.

Wonder Habuta is also good. Stimulating curiosity and amazement. Because you are ultimately getting a curiosity to go and watch this movies, right? You're ultimately getting curiosity to go and watch this movies or what's there in the Amazon prime, right? Look at Arvind's picture, guys. Yeah, great. What about others? What about others? Go ahead, go ahead. Go ahead. Time's up. Come on guys. Send. Just send whatever you feel as.

Okay.

Arun is saying love, anger, courage, laugh or fear. But where is the screenshot loading? Okay, just mark it, guys. Like how Aravinda has marked so that I can able to understand where is that particular trigger happening for you?

Okay.

This is too broad, Harul. How can I understand this one? Just maintain. I mean just. Just spot me. Like where is your trigger coming? Like let's say Aravind just spotted out, right? That's what I want. Okay, just like that. You're saying that is fine. But if I'm able to understand. See the reason why this particular skill is taught is it's your responsibility now being a designer to recreate the same emotion. Like let's say if you wanted to create an emotion of love through your application. Now you will have to see what are all the elements which is making the people associate love to this. Is it colors? Is it shapes? Is it graphics? Is it visuals? Is it text? Is it textures? Bring that and do it. We are designers. We are not just people who are watching and leaving. You will have to understand if you have to recreate this emotion again in your design, you will have to go reverse. That is why I gave you this live activity.

Okay.

First you will have to observe, learn the concept. Second, you will have to recreate and then recreate and then recreate. While you are doing it again and again and again, automatically you start becoming a master of the skill. That's the only way to do it. The more time you practice, the better you will be at. It's not like you're listening to this class. You will become a master at it. No, this is not a theoretical subject for your information.

Okay?

So that is the ultimate thing, guys. I hope people would have got a clarity. I would say there are many practical techniques also Start with storyboarding. Use color psychology, motion and animation. The tone of voice, you can use that kind of voice tone. Microcopy should reflect the intended emotion. That's also a way to do it. Okay, These are all the ways to do it. But I would say try with something which is very primitive. Okay, I'll give you certain chatgpt prompts, guys. You guys can take a small reference out of it. Don't worry about this part.

Okay?

I'll just give you. I'll just give you a small heads up. Okay, I'll send you in the WhatsApp group. Don't worry. But the call to action is we have a webinar guide not on emotional design. We have a webinar on coming Sunday. I mean, it's not for our people, it is for the public. You guys can send this link to your friends and family circle, whoever is, whoever is interested. We are doing it for a different purpose. This is a very different context webinar. But for the designers who are out there looking for jobs, they can able to participate there.

Okay.

Students master emotional design, creating experiences. That's the outcome. I mean, pretty much we all know this.

Okay.

Yeah. You can follow our podcast channel. You can read our LinkedIn blogs. We've been very active in the LinkedIn guys recently. Okay, Read about it. And I would say just go and listen to the podcast. Whenever you feel depressed, whenever you feel like nobody is helping you, go to the podcast channel. Go to the top of the search, put your keyword, I'm sure there to help you out. Because 303 episodes we have recorded till now, there is no topic which is left out in the podcast. I've given my heart out, my best efforts over there.

Okay?

But it will be a short nugget. Don't expect everything there. It'll be a very short nugget. If you need any support, you just connect with me, okay? I'll be more than happy to help you out. And I'll also paste that link, people, whoever is interested can join.

Okay.

Yeah, just forward to your friends when. It's not for our people, guys, it's for the people who are in the public. I'm just giving you the link so that you can able to pass it down to other people. Okay, great guys, thank you so much. We are coming to the end of this session. Any doubts? Is there? Any doubts? Is there? Show me, show me.

Okay.

Mutu is sending something. Muthu. What is that emotion? Muthu? A mark that Muthu. How I will know? Knife Fear. Okay. What else? What else? Salman Drishti. It's an excellent book cover. What you took, Muthu. But you can write at least all the nine emotions are available inside here. Can't you see that? Okay, fine. Maybe you will not see that knife is fear. But there is something else also. Think about it. Think about it, Muthu. You can evoke literally a lot of emotions over there.

Yes.

It's not a joke.

Okay.

Yes. I pasted in the link as well. Guys.

Good.

Fine. Yes. Just a second. Jain. And he's saying 165 days. What are the emotion? Jain. And this is type out Irritated anger.

Hunger.

Irritated anger. No, not exactly.

Correct.

I would not say correct. Wrong. I would say it's not very much close associated. It is showing me playful. It is showing me like. Let's say cute. How do you. How do you. How do you converse emotion for this Cute. Like let's say maybe a compassion. Maybe a love. Something like that. I would say. Okay. It's not irritated for sure. Okay. Zoho. Anju is saying Zoho.

Okay.

Peace. Wonder. Shringara. Excellent, Surendra. Excellent. Surendra perfectly did that. Different from each other but emotionally connected. How it is connected emotionally? Zoho. Tell me, Anju. That's what I'm looking for.

Okay.

But anyway, try it out, guys. Try it out and post it in our group. Let me give you the corrections for the same.

Okay.

So can we take a snapshot? Come on. Can we take a snapshot? Switch on your camera. We'll take one snap so that we can put it in our group. Put it in our learning management portal.

Okay.

Muthu Jain and Aravind. Only few people are there today. That's okay. No problem.