1. Why bother with it?
2. What is Emotional Design?
3. How do you create emotional designs?
5. Group discussion of challenges and solutions
Monetary value of emotions
“The customer rarely
buys what the company is
! So, in Emotional Design, I don’t give rules.
The rules and practical advice are in Chapter
8. Unfortunately, right now, the book only
has seven chapters.
! Designing pleasurable, enjoyable products
is hard. That’s why it is a wonderful
challenge – and so much fun.
Norman on emotions
! "To the practitioner of human
centered design, serving customers
! relieving them of frustration
! of confusion
! of a sense of helplessness
! Make them feel in control
! and empowered”
Plutchik’s Basic Emotions
A rare glimpse inside the brain
How do we know this?
Emotions vs. Cognition
contribute to the
thought and behavior
conjointly and equally.
Khalid and Helander
“Customer Emotional Needs in
Say the COLOR not the word:
Engage the Left Brain
! What are the benefits?
! Compare A to B
! What happens when...
Engage the Right Brain
! How did you feel about
! What was the experience
! Tell me more about that.
! Best of all possible worlds
vs. worst nightmare?
Use the language of emotion
! What would you want to see that would
make you feel you can “trust” this product?
! REINFORCE desired behavior
What tools access emotions?
Researcher’s response to context:
! Body language (“You look …”)
! Emotional tone (“You sound…”)
! Use of words (negative vs. positive)
! Sighs (wishes)
! Eye blinks (signifies confusion or
The secret is to
the desired feeling
Norman on great products
! “If you want a successful product, test and
revise. If you want a great product, one that
can change the world, let it be driven by
someone with a clear vision. The latter
presents more financial risk, but it is the only
path to greatness.”
Economics vs. Hedonomics*
• Marketed late
• Costs more
• Best selling MP3 player
• Easy to use
• Aesthetically appealing
• It’s “cool.” It “feels good.”
* Greek: eco/oikos (household); nomos (law); hedo (pleasure)