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Philosophizing Banknote Design…

N. Krishnaswamy

Assistant General Manager, Bharatiya Reserve Bank Note Mudran (P) Limitd, D 10/4, Note Mudran Nagar, Salboni- 721132, West Bengal, India

narayankrishnaswamy@gmail.com

Abstract: This paper proposes a philosophy for banknote designing from emotional point of view.

Banknote is a product of daily life and has value beyond its physical form and is used for transaction and

storage. Good looking banknotes are not an exception. Sovereignty, freedom, trust, reliability,

transactability, power and strength, vision, greatness and religious affiliations are the emotions associated

with banknotes. Customers of the banknotes are general public, cashiers, central banks, banknote

transacting machines and the counterfeiters. Could the banknote be a ‘Ford’s Black Motor Car’? A good

looking banknote can elicit perception of credibility, confidence of security, feeling of attachment,

improved performance and perception of pleasure. The author’s philosophy for banknote design wants

the banknote designer to follow the steps of creating perception, setting tone, build relationship with

customer, enable dreams, inspire, enlighten and challenge the customers to newer heights. The banknote

is not only a promissory note for financial transactions and offer storage value. It is aticket for realizing

visionary dreams inspirations, aspirations and missions of millions and millions of world citizens and

their countries. An emotionally balnced banknote will offer the user the feel of strength, power and

enjoyment.

Key words: Banknote, functions of banknote, emotion, understanding the customer, design philosophy. 1. Banknote It is a tangible good with intangible value. This is not shopped or bought but earned. It has a value beyond its

physical form. It has an intrinsic value and is transacted on continuous basis as a currency. But its storage

normally reduces its value due to inflation. Almost all the adults of this world use banknotes. Banknotes as a

product are valued more for its intrinsic value than its looks. Its functional efficiency for possessing, holding,

storing and transporting is of vital importance to users. Banknote is not marketed and sold but it is earned as

wages, salary, interest, dividend, remuneration, profit etc. It holds an appeal beyond its intrinsic value to the user

by its looks, aesthetics and functionality. In that sense it has more value to a banknote collector than anybody.

But aspects of looks and aesthetics have a bearing on the user in addition to its basic functions.

2. Design and Banknote

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Watch and jewellery - each can be truly attractive but if the watch does not tell the time and the jewellery

absolutely unattractive, they cannot serve their function. But an attractive watch doing its performance

exemplarily adds extraordinary value to user and onlooker.

Mobile phone and camera - both are highly sophisticated and functional products. But mobile phones are eating

away the market for low and low medium end cameras. This has resulted in camera manufacturers offering

cameras with enhanced features with increased user-friendly aspects in their product.

Considered in terms of above two examples banknote is a product for daily life. “It changes hands many times a

day and is carried close to or even on bodies! Therefore, a banknote should first of all have an easily

recognizable denomination and an attractive” [1] contemporary look. In short it should be designed for the public

to like it. It is to be understood, where the banknote stands between the issue of functionality and aesthetics. How

much the aesthetics of the banknotes emotionally involve the users to its primary and secondary functions and to

its sheer beauty is the subject matter of this study.

Banknotes are designed like any other product for its functionalities and performance. In fact they are

customized by the country, which issues them and universally recognizable features are incorporated. Aesthetics

too play an important role in the design of banknotes. Aspects of performance quality, conformance quality,

durability, reliability and style are important in banknote design. This paper studies the emotional aspects to be

considered in banknote design and try to formulate an approach towards that end.

3. Functions of Banknote

3.1. Primary Functions of Banknote Banknote as currency is used as a medium for transaction of products, commodities and goods and services of all

kinds. This is a product created as the ultimate result of human ingenuity to manage and value its day-to-day life.

It has to be easily portable, storable and transactable. It has to sit comfortably in a purse of a lady or a wallet of a

man or the pocket of any user. It should be storable in the shops, coffers and vaults. It is human centered. During

transaction it should have comparable flexibility, foldability, resistance or tolerance to moisture, sweat and grise.

The universality of this product is such that it is used by the farmer to landlord, proletariat to capitalist, soldier to

general, student to professor etc., without any exception. It is an object with a value and can be earned as price,

wage, profit, salary, interest, or prize. To a collector it is a piece of art.

3.2. Secondary Functions of Banknote The most important secondary function of banknote is its looks. Its appearance, feel, finish, smell, size and

thickness matter to a great extent. For a banker or the issuer these secondary functions may be of negligible

interest to the levels of irreverence. But for the country of issue banknote as sovereign product that carries the

country and its authority to all its user citizens. For these internal users this means the respect for the power of

the government who rules. The banknote in the same stroke conveys the prestige and status of the country to the

user. For a foreign country or a foreign user it is the business card of the issuing country. It is the ‘first face’ of

the country to them. Aesthetics and emotional appeal takes care of these above points.

3.3. Unwanted Functions of Banknote A banknote is one of the few products, which has almost no unwanted functions associated with it. In India

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banknotes are used as garlands. Banknotes are strewn all over the funeral procession and during marriage

ceremonies of certain communities. They are also gifted into the dress of cabaret dancers. But these and others

have never deterred the banknote from serving its core function of giving value and transactability.

4. Emotions Associated with Banknote Design is important also for the emotional reasons. In fact a study says that “pleasing / attractive things work

better’ [2]. Banknotes are associated with varied emotions. In fact no other product can give the range and gamut

of emotions as banknotes give to the humanity. It can give extreme ecstasy to utter dismay and grief to the

individuals who gain or lose them respectively. It is associated with almost all emotions as perceived by the

humanity. This is true for those possessors, non-possessors and aspirers of banknotes. For a country, which

manages it well, it is source of power, strength, symbolizing sovereignty and an effective tool of foreign trade

and relations. For an individual it is the source of status, security, affordability, choice, power, superiority,

comparative advantage and reach. It is the strength of an organisation and primary source for different resources.

Higher the denomination and more the quantity of banknotes possessed, the larger and stronger the perceived and

felt power for the user – nation, organization or individual. The author identifies the following aspects of feelings

for consideration in designing a banknote.

4.1. Sovereignty The authority and prerogative to issue currency is vested with a sovereign country. It is the most sought after

power of any independent country. Many countries do not have it. It shows the ultimate control of things

happening in the country’s territory.

4.2. Freedom In its broad terms of meaning it is the question of choice of issuance of currency. In particular its name, its colour,

its size, contents, its name, denomination and value are chosen for exclusiveness and uniqueness.

4.3. Trust It projects the trust of the citizens of the country, which has been vested with the government to rule monetarily

and issue currency. It projects itself as the trust of the individual citizens on their own mutual selves and the

organizations, which they have created to serve them.

4.4. Reliability A worthy banknote gives the dependability, steadfastness and consistency to the user and economy. It gives the

confidence to the user and perpetual belief on some unseen or unknown system of economic governance.

4.5. Transactability This is the most important character of banknote – to be able to use within the country and beyond the country as

a foreign exchange. Not many banknotes are accepted as currency of exchange or trade internationally. National

transactability is very vital and it should not become like the post Second World War German Mark or current

Zimbabwean currency.

4.6. Power and Strength of the country This not only means economic power but also geographical and political power too. The power is not actually

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seen but it is to be all pervasive and felt. Banknote is one of the most important medium for that.

4.7. Vision of the country A country without vision is the one without direction. It will have no road or door or window to grow and prospe.

The banknote is again one of the important sources to project that vision.

4.8. Greatness of the country A country’s greatness is derived from its history, personalities, and contribution to its society and the world at

large. Its achievements in all the social, cultural, engineering, technological spheres push the country into the

realms of greatness and banknote cannot overlook them. This includes civilizational and all forms of cultural

achievements.

4.9. Religious Affinities Countries have religious affinities or may be secular and always would like to show that to their own citizens and

to the other nations of the world. It can be like the Baht of Thailand or the non-religious Rupee of India. Dollar

of the United States of America is another example where their belief in God is clearly stated on the banknote.

Illustration 1A: Thailand Baht – Obverse. It has the religious Bald eagle or ‘Garuda’ on both sides.

Illustration 1B: Thailand Baht – Reverse

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Illustration 2A: Indian Rupee – Obverse. For a country which has given the world four major religions –

Buddhism, Hinduism, Jainism and Sikhism, its banknote is bereft of any religious symbols.

Illustration 2B: Indian Rupee - Reverse

Illustration 3A: United States Dollar – Obverse

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Illustration 3B: United States Dollar – Reverse – The banknote clearly states that ‘In God We Trust’– the

country’s faith in the God

All the above feelings boil down to five human emotions of Power, Happiness, Excitement, Fear and

Gratefulness

5. Understanding the Customer for Banknote Design Who are the customers, for the banknote? The following user groups can be distinguished.

“-the general public, the man in the street,

-cashiers e.g. supermarkets, gas stations,

-the central banks’ sorting machines,

-banknote issue and acceptor machines (Automated Teller Machines and vending machines,

-copiers and scanners etc. (the counterfeiters)”[3]

People have emotional needs. Aesthetic pleasure is part of it. It is essential that the designer engages himself with

the customer more than the product. This is in order to give the user of banknote a delightful experience

whenever one uses it to fulfill one’s needs. “Each moment of delight persists and contributes to a positive

customer perception.”[4] Banknotes or currency can get anything which has a transactional value and is ready for

sale. In that sense banknotes can get food, clothing, articles for daily and occasional uses, durables, non durables,

educational opportunities, travel, stays, movable and immovable properties, tangible and intangible comforts and

many more. Only the heavenly bliss and intellectual pleasure capabilities are not transactable by banknotes.

Banknotes are the source of visceral experience, interactive pleasure and excitement. They fit different lifestyles

from the graceful aristocrats to bar going wagers.

“Customer develops attachment towards products based on the enjoyment they derive or derived from them. Old

joys are memories. The associations of memories and enjoyment with the product are the result of not only their

usefulness.”[5] It is also because they are enjoyable. In the case of banknotes it is mainly for the intrinsic value

and almost nil for the aesthetic or emotional values. The degree of attachment the customer -user develops on it

and how much the design contributes to it is to be looked into. A comparison of a hurriedly designed and

introduced multi million dollar Zimbabwean banknote with a 100 franc banknote of Switzerland can easily

decide the level of attachment a user has on each.

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Picture 4A: Zimbabwean Dollar - Obverse

Picture 4B: Zimbabwean Dollar - Reverse

Picture 5A: Switzerland Franc – Obverse

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Picture 5B: Switzerland Franc – Reverse

‘Humans interact with a product or service with an outcome in mind”. [6] Design professionals, have the means

of bringing to life the concepts and systems that enable people to complete tasks and satisfy the customers. The

process of creating potentially satisfying experiences is through not only meeting the needs of the customer, but

going beyond the needs and exceeds her expectations. In this evolutionary juncture of graphic design

“satisfaction of customer ought to be the norm and customer delight ought to be the goal” [7] in banknote

designing. Money or absence of it can make memorable things happen to the user. Find out the memories the

user associates with the banknote. Also bring out the vents and places related by the user. Ultimately how much

the banknote makes the user independent and gives her an identity is important.

6. Should the Banknote Design Satisfy Emotionally? Should the design of banknotes actually satisfy the user emotionally? Or could the banknote be a ‘Ford’s Black

Motor Car’? Also “beauty is contextual”. [8] Does the aesthetics for banknote increase its performance? What is

the expected emotional impact of the banknote on user? The author feels that though the banknotes are ‘Ford’s

Black Motor Car’ virtually a state monopoly on issue of ‘dull’ looking currency, they need to satisfy the customer

emotionally by their look and feel. The banknote design should be dynamic enough to offer her an experience.

Their designs should engage the customer. They should engage them emotionally. In fact banknote by the look

and feel design should offer fun and usefulness together when it is earned, possessed and transacted (as currency

obviously it offers!). Ultimate aim of the banknote designer is to delight the user emotionally. In that process, of

concepts and elements of anthropology, psychology, drama, linguistics, art and library sciences can be applied.

The product design also needs to consider and evaluate signals from users for “union, auditory, smell and feel at

the stage of usage.” [10]

Banknote has a number of features of security incorporated in them. These features are aimed at different

categories of users. Unfortunately majority of the general public and many bulk users are unaware of these

security features. One of the reasons for this may due to the lack of attractiveness of the banknote itself. Onus is

on the part of the banknote designer to invite and engage the user to the concerned feature to verify the

authenticity of it. It is easier said than done. In this difficult exercise of chasing the counterfeits, handling the

banknotes for longer life and value it as country’s most important product, concepts of emotional attractions have

to play a role. The designers cannot obviously overlook the aspects of aesthetics, attractiveness and involvement

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of the customer in the functionalities of banknotes.

A banknote which is elegant in look and feel can influence the following emotional reactions.

1 “An enormous perception of credibility

2 The confidence of security” [10]

3 A feeling of deep attachment or bonding

4 Perception of improved performance

5 Last but not the least the perception of pleasure.

7. Banknote Design Philosophy - An Emotion Centric Approach Author’s prescription for a ‘cool, a usable banknote, which makes the user look ‘cool’ using it, giving the user

feelings, values, perceptions and reflections! This can be achieved by addressing the real goals of the customer

which have been identified above, by developing a coherent personality for the product which customer can

depend on and engage a mix of senses. The emotion centric approach follows these steps to produce a ‘winning’

banknote.

7.1. Create Perception [11]

A banknote is nothing but a perception - Perception of value, Perception of the country’s stature, Perception of

the great aspirations, Perception of strong civilization, Perception of the aspirations of its future generation.

Banknote is not a dead piece of printed sheet with security features. It is a piece of the country who issues it. It is

the country and its lives. Create the right perception and build on it.

7.2. Set Tone [11] A banknote is the ‘business card’ of the country. Set the background and basis for the emotional eloquence and

fidelity it should build and percolate to the user. Make the user realize the authenticity and integrity of the issuer

of the banknote (producer).

7.3. Build Relationship [11] Introduce features that build upon existing and continuing relationships, which are systematically cultivated for

lasting attachments. It is essential that the user should not feel alienated but consulted and involved. Make her an

associate of this product design.

7.4. Enable Dreams [11] Banknote should build on the dreams of the country and its users. It should make the user see her dream coming

true with a theme formed on visions for the country. Banknote is a piece of watermarked paper with dreams built

in it!

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Picture 6A: Swedish Kronor – Obverse.

Picture 6B: Swedish Kronor – Obverse A good example of aesthetics combining perception and dreams kindling

inspiration.

7.5. Inspire A banknote should inspire the user. Elements of inspiration – visual and touch – should form part of the banknote.

Use colour, texture, form, shape and tones to create the desired effect of inspirational feelings. The banknote

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should have any feature, which can inspire the user and nothing which distracts and dispirits her.

7.6. Enlighten Customers do not know many things. Many a times they do not know what they really want emotionally. They

have hidden emotional needs, wanting to be unearthed. Their vision is limited to what they have already known.

They build upon the current. They need to be enlightened on their potential for more challenging opportunities

and situations. Introduce elements and features to enlighten them.

7.7. Challenge Challenge the established perceptions and conceptions. Confront the user with attractive visual and touch

elements. Challenge the status quo. The world lives in the present. Give them the vision and scope to attain

newer heights emotionally

Illustration 7: Switzerland Franc – Obverse and Reverse. An example of visually challenging visually stimulating design redefining relationships.

8. Conclusions As discussed above the banknote is not only a piece of promissory note for doing financial transactions or offer

storage value to its users. It is a ticket for realizing the visionary dreams, inspirations, aspirations and missions of

millions and millions of world citizens and their countries. Its design not only requires precision and security but

also the strengths and wills of the emotions of the state and its user citizens. It is the face of the beholder. It needs

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consideration of all the emotional aspects of design in making it. A well-designed banknote, which has

considered all aspects of emotions of the user should offer her a feel of strength, provide her with the power to

act and offer her the ultimate joy of enjoyment and delight for using it.

9. References and Citations

Books:

J. Bolten, Dutch Banknote Design 1814-2002 A Compendium, De Nederlandsche Bank NV, Amsterdam 1999.

Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithgileshwar Jha, Marketing Management A South

Asian Perspective, 13th Edition, Pearson Prentice Hall, Dorling Kindersley (India) Pvt. Ltd., 2009.

Kevin N. Otto and Kevin L. Wood, Techniques in Reengineering and New Product Development, Pearson Indian

Reprint, 482, F.I.E., Patparganj, Delhi – 110092, India, 2004.

Conference Proceedings

[3] Hans A. M. de Heij, The Design Methodology of Dutch Banknotes, Presented at IS&T/SPIE’s 12th

International Symposium, Electronic Imaging 2000, January 27, 2000.

P. Koeze, Mechanical Sorting, Data Processing and Security against Counterfeiting, De Nederlandsche Bank NV,

Banknote Printer’s’ Conference, Helsinki, 1982.

Websites

Donald A Norman, People are from Earth, Machines are from Outer Space, http://www.jnd.org/, 2008.

[8] Donald A Norman, Where Emotional Design Fails, http://www.jnd.org/, 2002.

[2] Donald A Norman, Emotion & Design: Attractive Things Work Better, http://www.jnd.org/, 2002.

Donald A Norman, Emotion and Affect, http://www.jnd.org/

Donald A Norman, Emotionally – centered Design, http://www.jnd.org/dn.mss/emotionallycentered.html, 2004.

[10] Frank Spillers, People Design and Emotion, Web Blog,

http://experiencedynamics.blogs.com/site_search_usability/2004/08/design_and _emot.html, August 04, 2004.

[1], [5], [9] Hendrik N. J. Schifferstein, Ruth Mugge and Paul Hekkert, Designing Consumer Product,

Department of Industrial Design, Delft University of Technology, Landbergstraat 15, 2628 CE Delft, Netherlands,

2002.

Illustration 5A http://en.wikipedia.org/wiki/File:CHF1000_8_front_horizontal.jpg

Illustration 5B http://en.wikipedia.org/wiki/File:CHF1000_8_front_horizontal.jpg

Illustration 1B http://en.wikipedia.org/wiki/File:M15_1000_revised_b.jpg

Illustration 1A http://en.wikipedia.org/wiki/File:M15_1000_revised_f.jpg

Illustration 3B http://en.wikipedia.org/wiki/File:US_$100_reverse.jpg

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Illustration 3A http://en.wikipedia.org/wiki/File:Usdollar100front.jpg

Illustration 4A http://en.wikipedia.org/wiki/File:Zimbabwe_$500m_2008_Obverse.jpg

Illustration 4B http://en.wikipedia.org/wiki/File:Zimbabwe_$500m_2008_Reverse.jpg

Illustration 7 http://www.banknote.ws/COLLECTION/countries/EUR/SUI/SUI0073.htm

Illustration 6A http://www.banknote.ws/COLLECTION/countries/EUR/SWE/SWE0067.htm

Illustration 6B http://www.banknote.ws/COLLECTION/countries/EUR/SWE/SWE0067.htm

Illustration 2A http://www.banknotes.com/in94.htm

Illustration 2B http://www.banknotes.com/in94.htm

Marisa Peacock, Using Emotional Experience Design to Engage Customers on your Website, December 01,

2009.

[4], [6], [7] Parish Hanna, From Satisfaction to Delight,

http://www.boxesandarrows.com/view/from_satisfaction_todelight, September 23, 2002.

Disclaimer The views and opinions expressed in this paper are those author’s own and in any way do not reflect or represent

the views of the organisation he is employed and this paper in no way represents the organisation.