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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 success than it’s
practical elements.
– Donald Norman
¨ 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 user
The Emotional Design Scale
“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
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 emotion
Emotional design turns casual users into fanatics,
ready to tell others about their positive experience.
Aaron Walter, Design for emotion
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, 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
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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Emotional Design & Human Behavior