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Emotional design
and human
behavior
Lillian Ayla Ersoy  @lillaylaux
For every design action,
there is an emotional reaction.
½
What is emotional design?
Emotional design revolves around our
needs as humans to bond and create a
connection between man and machine.
When you have two similar coffee
products, it’s your emotions that
chooses one over the other.
”Designing an interface to be usable is
like a chef creating edible food.”
Aaron Walters, Design for emotion
Why we love or hate everyday things, Donald Norman
The emotional side of design
may be more critical to a
product’s succes...
¨ Attractive things work better ¨ 
- Donald Norman
DESIGN HEIRARCHY OF HUMAN NEEDS
FUNCTIONAL
RELIABLE
USABLE
PROFICIENCY
CREATIVITY
PLEASURABLE
DesignedbyPascalRaabewiththehelpofCityID.http://www.paznow.com/ucd/
APPEARANCE
The Visceral Level

Initial impact, touch and feel
Gets us excited and curious
USABILITY
The Behavioral Level

How things work with relevant "
functions that fulfills needs
IMPACT
The Reflective Level (Long term)

Personal satisfaction, self image.
Is the product worth remembering
Our designs should be:
APPEALING
Grab attention
PLEASURABLE
Have fun
MEMORABLE
Build a relationship
EFFECTIVE
Guide the us...
“Emotional design is not about nice-to-have warm fuzzy
experiences, it’s central to daily life and the decision-
making pr...
Plutchik’s Emotion Wheel
Emotional mapping
Picture:Kissmetrics.com
Design I I Emotion
Motivation
What causes us to go from a passive
¨browsing¨ state to an active ¨doing¨state?
The protective frame
Cognitive synergies can produce alternative
outcomes. Is the target group serious or playful?
The “protective frame” lets us focus
on the object without distractions.
The “protective frame” helps us
stay in the desired state of mind.
Motivation
Book:This is service design thinking
Making the functional emotional
This carafe is not just a carafe.
Meet BOO
Good design solves a solution.
Emotional design awakens the
senses, beyond the unexpected.
Tips on achieving emotional design
First impressions
Stimulating content
Seduction
Reward loyalty
Replace words with pictures
Emoticons, color & motion
Human-like gestures
Humor
Storytelling
Personality
Save the day when "
things go wrong
Emotional design is your insurance to maintain
audience trust when things aren’t going your way.
Aaron Walter, Design for ...
Emotional design turns casual users into fanatics,
ready to tell others about their positive experience.
Aaron Walter, Des...
Stop focusing on what the service should do and
start focusing on the impact it leaves on the consumer.
Thanks!
@lillaylaux
slideshare.com/lillayla
#emotionaldesign
RESOURCES AND FURTHER READING
§  Design for Emotion - Aaron Walter
§  This is Service Design Thinking - Marc Stickdorn, ...
RESOURCES AND FURTHER READING
§  Design and Emotion Conference:
http://www.dande2012.com/
§  Design and Emotion Society:...
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
Emotional Design & Human Behavior
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Emotional Design & Human Behavior

Version 2.0 of Emotion Driven Design (an earlier talk)

Are we getting the intended emotional response we set out to achieve? In this seminar, we explore the powerful effects of emotion-driven design on human behavior.

Our decisions are based off of 10% logic and 90% emotion. Reversal Theory helps us understand how we constantly change from being «goal focused» to «explorative» and how we need to design for both of these states of mind.

Through methods and examples, we gain a greater understanding for how we create engaging experiences and long term commitments by focusing on emotional design.

Emotional Design & Human Behavior

  1. 1. Emotional design and human behavior Lillian Ayla Ersoy @lillaylaux
  2. 2. For every design action, there is an emotional reaction.
  3. 3. ½
  4. 4. What is emotional design?
  5. 5. Emotional design revolves around our needs as humans to bond and create a connection between man and machine.
  6. 6. When you have two similar coffee products, it’s your emotions that chooses one over the other.
  7. 7. ”Designing an interface to be usable is like a chef creating edible food.” Aaron Walters, Design for emotion
  8. 8. Why we love or hate everyday things, Donald Norman The emotional side of design may be more critical to a product’s success than it’s practical elements. – Donald Norman
  9. 9. ¨ Attractive things work better ¨ - Donald Norman
  10. 10. DESIGN HEIRARCHY OF HUMAN NEEDS FUNCTIONAL RELIABLE USABLE PROFICIENCY CREATIVITY PLEASURABLE
  11. 11. DesignedbyPascalRaabewiththehelpofCityID.http://www.paznow.com/ucd/
  12. 12. APPEARANCE The Visceral Level Initial impact, touch and feel Gets us excited and curious
  13. 13. USABILITY The Behavioral Level How things work with relevant " functions that fulfills needs
  14. 14. IMPACT The Reflective Level (Long term) Personal satisfaction, self image. Is the product worth remembering
  15. 15. Our designs should be: APPEALING Grab attention PLEASURABLE Have fun MEMORABLE Build a relationship EFFECTIVE Guide the user The Emotional Design Scale
  16. 16. “Emotional design is not about nice-to-have warm fuzzy experiences, it’s central to daily life and the decision- making process for consumers. The more effectively we can apply emotional design in our site, the better conversion rates and sales will be.” Aaron Walter, Design for emotion
  17. 17. Plutchik’s Emotion Wheel
  18. 18. Emotional mapping Picture:Kissmetrics.com
  19. 19. Design I I Emotion Motivation
  20. 20. What causes us to go from a passive ¨browsing¨ state to an active ¨doing¨state?
  21. 21. The protective frame
  22. 22. Cognitive synergies can produce alternative outcomes. Is the target group serious or playful?
  23. 23. The “protective frame” lets us focus on the object without distractions.
  24. 24. The “protective frame” helps us stay in the desired state of mind.
  25. 25. Motivation Book:This is service design thinking
  26. 26. Making the functional emotional
  27. 27. This carafe is not just a carafe. Meet BOO
  28. 28. Good design solves a solution. Emotional design awakens the senses, beyond the unexpected.
  29. 29. Tips on achieving emotional design
  30. 30. First impressions
  31. 31. Stimulating content
  32. 32. Seduction
  33. 33. Reward loyalty
  34. 34. Replace words with pictures
  35. 35. Emoticons, color & motion
  36. 36. Human-like gestures
  37. 37. Humor
  38. 38. Storytelling
  39. 39. Personality
  40. 40. Save the day when " things go wrong
  41. 41. Emotional design is your insurance to maintain audience trust when things aren’t going your way. Aaron Walter, Design for emotion
  42. 42. Emotional design turns casual users into fanatics, ready to tell others about their positive experience. Aaron Walter, Design for emotion
  43. 43. Stop focusing on what the service should do and start focusing on the impact it leaves on the consumer.
  44. 44. Thanks! @lillaylaux slideshare.com/lillayla #emotionaldesign
  45. 45. RESOURCES AND FURTHER READING §  Design for Emotion - Aaron Walter §  This is Service Design Thinking - Marc Stickdorn, Jakob Schneider and co-authors §  Stephen Anderson - Seductive design §  Don Norman - Emotional Design: Why we love (or hate) everyday things §  Michael Apter - Reversal Theory: The Dynamics of Motivation, Emotion and Personality (2007) §  Sabina Idler - Not just pretty: Building emotion into your websites http://uxdesign.smashingmagazine.com/2012/04/12/building-emotion-into-your-websites/ §  Tad Fry - Design with dissonance http://uxdesign.smashingmagazine.com/2011/10/13/design-with-dissonance/ §  The evolutionary stability of a bi-stable system of emotions and motivations in species with an open- ended capacity for learning http://wiki.omega-research.org/The_evolutionary_stability_of_a_bi- stable_system_of_emotions_and_motivations_in_species_with_an_open- ended_capacity_for_learning
  46. 46. RESOURCES AND FURTHER READING §  Design and Emotion Conference: http://www.dande2012.com/ §  Design and Emotion Society: http://www.designandemotion.org/ §  Researching meaning: Making sense of behaviour Simon Norris http://www.nomensa.com/blog/2012/researching-meaning-making-sense-of-behaviour/ §  Heineken Club Concept. InSites Consulting http://blog.insites.eu/2012/09/20/our-heineken-concept-club-community-wins-best-presentation- award/ §  http://littlebigdetails.com/ §  http://designandemotion.org/blog/2011/07/29/getting-emotional-with-jeroen-van-erp/ §  https://social.ogilvy.com/why-edible-isn%E2%80%99t-good-enough-the-importance-of-emotional- design/ §  http://www.fortune3.com/blog/2012/03/web-design-study-first-impressions/

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