Dutch design focuses on emotional design by prioritizing human interaction and experience over technology. It aims to create meaningful engagement and connections between people and products to make designs more sustainable. Dutch culture emphasizes openness, experimentation, and consensus building, which facilitates emotional design's goal of integrating user emotions into the design process. As a result, Dutch design can be characterized as emotional design that goes "beyond design" by considering human, social, and environmental impacts.

1. Say Cheese?
Does Dutch Design equal Emotional Design?
Marco van Hout
Bathroom Mania - design Meike van Schijndel

2. Twitter: @demadera
www.design-emotion.com
www.susagroup.com
Emotional design Experience design
Tools & Methods Strategies/ ideation
Teaching/ workshops Not design itself

3. Products
Web
Services
Bic, Energizer, Decathlon, Fidelity, KLM, Lenovo,
Mars, Microsoft, Toyota, Unilever, Wilkinson....

4. We are here...
to talk about Dutch Design beyond Design

5. We are here...
to talk about Dutch Design beyond Design
Let me start with my first personal encounter with ‘Dutch Design’

6. Mam

7. On the Dutch
A lot has been said about Dutch characteristics and their influence on Dutch Design

8. Natural geography Force for structure and efficiency
Density Design own environment
Calvinistic background Modest, honest, simple and practical
Subsidies Freedom to experiment without commercial pressure
Open culture Influences from outside, inside out view and openness

9. A list of my own:
with a little wink

10. The Netherlands is indeed... flat

11. Dutch are the tallest

12. Dutch celebrate birthdays sitting down in circles

13. Dutch ride bikes

14. Dutch keep curtains open at night

15. Dutch like to discuss and debate

16. until it ends up in...
complaining, protesting, objecting and appealing

17. Best things the Dutch brought to the world?
“Beer, cheese and New York... in that order” - anonymous from US

18. On Design

19. People love to design and redesign
Photo credits: http://www.sxc.hu/pro le/brittahaal

20. “Our current age sees everything as an object of manufacture,
as something which can be got hold of and improved, or
altered, to produce better or more effective outcomes.”
(Laurence Paul Hemming)
Photo credits: Brankopopvicblog

21. We don’t design for the sake of designing, we design for a purpose
To meet a need (in a new way, in a better way)
To achieve a goal
To make a statement
Photo credits: http://www.sxc.hu/pro le/jeinny

22. Design as guilty party
“There are more professions more harmful than industrial design
- but only very few”
(Victor Papanek, 1984)
Photo credits: Hasse / Tweakers.net

23. True
Decisions that affect future environmental impact are often made in the design phase
Photo credits: http://www.ronpatrickstuff.com/

24. But...
Decisions that affect future environmental impact are often made in the design phase!
Photo credits: W.I.K. and me

25. On Design
In a changing world

26. “Events, threats and opportunities aren’t just coming at
us faster or with less predictability...
Photo credits: http://www. ickr.com/photos/sierragoddess/

27. ...they are converging and influencing each other to
create entirely new situations.
These first-of-their-kind developments
require unprecedented degrees of creativity.
(Capatilising on Complexity / 2010 IBM CEO study)
Photo credits: http://www. ickr.com/photos/sierragoddess/

28. It’s design’s time to shine in a challenging world
Photo credits:http://www.sxc.hu/pro le/shadowkill

29. Today, integration, rather than raw technology,
has become the pressing problem of our world.
This is what designers, above all else, are good at.
(Belinda Lanks - Fast Company)
Photo credits: Takeoka Mini Car Products Co Ltd

30. Emotional design can assist designers to
facilitate this integration...
... as it puts people before technology

31. On Emotional Design

32. Emotions, enrich, guide and ennoble life
They play a vital role in how we understand
our environment, learn and behave

33. All design is emotional...
intended, or unintended. It evokes an emotional response

34. Emotional design is to design a product or
service with the intention to evoke predefined
Photo credits: Sexy urinal
emotions, be it positive...

35. ... or negative.
“Negative emotions can enrich an experience”
Steven Fokkinga (2010)

36. Designers have always been doing these things, but
implicitly.
They were known for designing the thing, object or
product, but in fact they were also designing the product
as a host or as an initiator or inspiration to an experience.

37. “Nowadays, you end up designing for the whole
experience over much longer periods of time...
... the full love affair, rather than just the initial cup of tea”
Steven Kyffin (2006)

38. Emotional design can create the connection
with a product that is needed...
... to make it more sustainable.
Also read about ‘affective sustainability’ by Kristina Börjesson

39. “Great design (thinking) results in functio-
nally and emotionally satisfying solutions /
experiences where the emotional value is
generated through the creation of meaning”
(Tim Brown)
Photo credits: Whirlwind Wheelchair

40. with a little wink
Back to the Dutch
why mention these generalities earlier on?

41. They partly explain why The Netherlands, in my opinion,
is so prominent in the field of ‘emotional design’
the Design & Emotion Society raises issues
and facilitates dialogue among practitioners, researchers, and
industry in order to integrate salient themes of emotional
experience into the design profession.
www.designandemotion.org

42. Dutch like conversations
Interaction is a goal in itself
There is an openness to facilitate the conversation

43. ‘What seems unique to Dutch design is a passionate
concern for engaging the user emotionally and
intellectually.
It is, in fact, this concern for human interaction which
makes much of Dutch design so engaging.
Emily Pilloton (2006)

44. “Dutch communicate easily, are pretty straight-forward,
tolerant and still, quite democratic.
We understand the necessity to build a consensus
and are not very authoritarian in doing so.”
Laurens van den Acker (2008)

45. “Dutch do not talk much about sustainability, in fact,
it only seems that way because we are so cheap!”

46. Our global outlook that has been around
for centuries...
...makes it hard for us not to think of a global effect
of our creations and the effect on people...
Photo credits: http://www.sxc.hu/pro le/guitargoa

47. Emotional (Dutch) Design
So how is Dutch Design Emotional Design?

48. Honest & Open
Human - centered
Practical, conversational
Experimental
Engaging and meaningful
Dutch Design = Emotional Design which means it goes ‘beyond design’

49. Thank you marco.vanhout@susagroup.com
Twitter: @demadera
www.susagroup.com