Emotion is a key factor in successful design across all industries and markets. By connecting with the emotions of their target audience, designers can make a meaningful impact and build rapport, confidence, and optimism with customers. While technology often focuses on functionality, top designs achieve emotive links with consumers by evoking certain feelings related to the industry, such as energy and power for sports brands. When design ignores how the target audience feels, it risks being ignored itself. Emotion is an important carrier of ideas and strategy in design.

1. Tapping into emotion is a must for successfuldesign, no matter the market, the business or the person. If you can't connect
to your target audience there is no possibility of reaching out to your clientele, making a sale, promoting a brand, picking up
a new customer or making an impact. That's the key thing, tying your ideas w ith the person on the other side, impacting their
life and making them think.
Good designers, in any market place and at any level, w illalw ays think about invoking emotion in their consumer base. In
today's society, one saturated w ith technology, it is something often forgotten or misused. Emotion should be at the apex of
every business, creating an identity. Top designs, logos, brands, adverts, programs and applications attain their emotive
links w ith their consumers by adducing certain feelings.
In the case of insurance companies their task is to focus on customer rapport, confidence, approachability and optimism. For
tech companies their strategy focuses on w earability, usability, interface and longevity of product. In the example of sports
brands their focus is on the energy, pow er and determination that goes hand in hand w ith sports fans and players. In many
cases w hen design ignores how their target audience feel, the target audience w ill ignore the product. Emotion abuts great
design; as a carrier, messenger and strategy.
The landscape of using emotion in w ebsite design
Emotional design has become a pow erfultool in creating exceptional user experiences for w ebsites. How ever, emotions did
not use to play such an important role on the Web. Actually, they did not use to play any role at all; rather, they w ere
drow ned by a flood of rational functionality and efficiency.
We w ere so busy trying to adapt to the World Wide Web as a new medium that w e lost sight of its full potential. Instead of
using the Internet on our terms, w e adapted to its technical and, at first, impersonal nature. If it w asn't for visionary
contemporaries such as Don Norman or Aarron Walter, w e might still be focusing on improving processes, neglecting the
potential of emotional design. Attractive products trigger our creativity and ultimately expand our mental processes, making
us more tolerant of minor difficulties. Attractive products make problem-solving easier, w hich makes them absolutely
essential.
User experience designer Aarron Walter contributed a great book to this new era of design:Designing for Emotion. In this
book, he defines emotions as the "lingua franca of humanity," the native tongue that every human is born w ith. He describes
how important emotional experiences are because they make a profound imprint on our long-term memory and create "an
experience for users that makes them feel like there's a person, not a machine, at the other end of the connection".