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Why Design for Emotion?

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Learn the three essential qualities of any great product, the different types of stress, five reasons to Design for Emotion, how emotions become personality traits, and how positive and negative emotion affects attention and memory in design.

Published in: Design, Technology

Why Design for Emotion?

  1. 1. Why Design for Emotion?Trevor van GorpPRESENTED BY:
  2. 2. Trevor van GorpFounder & Principal ofUser Experience ConsultantCo-authored:Design for Emotionw/ Edie Adams2
  3. 3. Contributed ideas, deliverables & interview to:3
  4. 4. City of Edmonton website4
  5. 5. City of Edmonton Intranet site5
  6. 6. E.T.S. Trip Planner6
  7. 7. E.T.S. Mobile Trip Planner7
  8. 8. Tradesecrets website
  9. 9. A.E.D.A website
  10. 10. Why Design for Emotion?10
  11. 11. Requirements For FullfillingEmotional Needs(Sanders 1992)11
  12. 12. UsefulPerforms the task it was designed for(Sanders 1992)12
  13. 13. UsableEasy to use and interact with(Sanders 1992)13
  14. 14. DesirableProvides feelings of pleasure & creates attraction(Sanders 1992)14
  15. 15. Are You Failing to Fulfill Users’ EmotionalNeeds?15
  16. 16. What is Emotion?16
  17. 17. Duration and Intention(Desmet 2002, Trevor van Gorp, 2012)17
  18. 18. Value and Arousal(adapted from Russell, 1980) ( van Gorp and Adams 2012)18
  19. 19. What is Emotion?19(adapted from Russell, 1980)( van Gorp and Adams 2012)
  20. 20. Arousal and Performance• Arousal/stimulation level- Affects performance• Some Arousal (Eustress)- Positively affects performance• Too much Arousal (Distress)- Negatively affects performance(Yerkes-Dodson 1908)20
  21. 21. What is Emotion?(Yerkes Dodson 1908, van Gorp and Adams 2012)21
  22. 22. 22(adapted from Russell, 1980)( van Gorp and Adams 2012)
  23. 23. Five Reasons toDesign for Emotion23
  24. 24. Five Reasons to Design for Emotion1. Emotion is Experience24
  25. 25. Emotions Determine Our Mental Models(Smith & van Gorp, 2007)25
  26. 26. Emotional Affect Directs Your Attention26
  27. 27. Five Reasons to Design for Emotion?1. Emotion is Experience2. All Design is Emotional Design27
  28. 28. Decisions Rely on Emotional Feedback28
  29. 29. Simple Mechanical Devices(iStockPhoto.com)29
  30. 30. Search Results(used with permission of Microsoft)30
  31. 31. Video Games(used with permission of Microsoft)31
  32. 32. Five Reasons to Design for Emotion?1. Emotion is Experience2. All Design is Emotional Design3. Emotion Dominates Decision Making32
  33. 33. We Make Decisions Based on How We Feel(Trevor van Gorp, 2012)33
  34. 34. Scarcity Influences Purchase Decisions(courtesy of Amazon, 2012)34
  35. 35. 35(adapted from Russell, 1980)( van Gorp and Adams 2012)
  36. 36. Five Reasons to Design for Emotion?1. Emotion is Experience2. All Design is Emotional Design3. Emotion Dominates Decision Making4. Emotion Commands Attention and AffectsMemory36
  37. 37. A Welcome Distraction(Sculpture by Martin Oliver, photo © Edie Adams)37
  38. 38. Arousal Commands AttentionReduced by:• Gentle, repetitivenoises• Subdued, low valuecolors• Low contrast• Lack of movementIncreased by:• Loud, suddennoises• Bright, high valuecolors• High contrast• Movement(van Gorp, 2006) (Fehrman & Fehrman 2000)38
  39. 39. ( van Gorp and Adams 2012)39
  40. 40. ( van Gorp and Adams 2012)40
  41. 41. 41(adapted from Russell, 1980)( van Gorp and Adams 2012)
  42. 42. Value Affects MemoryPositive:• Demands lessattention• Creates weakermemories of eventsNegative:• Demands moreattention• Creates strongermemories ofevents(van Gorp, 2006) (Fehrman & Fehrman 2000)42
  43. 43. Reducing the Impact of Errors(courtesy of Roxr Software 2012) 43
  44. 44. Making Content More Memorable( van Gorp and Adams 2012) 44
  45. 45. Five Reasons to Design for Emotion?1. Emotion is Experience2. All Design is Emotional Design3. Emotion Dominates Decision Making4. Emotion Commands Attention and AffectsMemory5. Emotion Communicates Personality, FormsRelationships, and Creates Meaning45
  46. 46. (iStockPhoto.com)Your Brain is Tuned to Perceive Emotion46
  47. 47. Emotion and Personality(Desmet 2002, van Gorp, 2012)47
  48. 48. Personality and Relationships(Demir 2008. van Gorp and Adams 2012)48
  49. 49. Adapted from (Poffenberger & Barrows, 1924) ( van Gorp and Adams 2012) 49
  50. 50. ( van Gorp and Adams 2012)50
  51. 51. Which Object is Friendlier?(Courtesy of Jim Leftwich)Friendlier51
  52. 52. Which Object is More Dominant?(Courtesy of Jim Leftwich)Dominant52
  53. 53. Which Vehicle is Friendlier? More Dominant?( van Gorp and Adams 2012)Dominant53Friendlier
  54. 54. Which Font is Friendlier?( van Gorp and Adams 2012)Friendlier54
  55. 55. Which Font is More Dominant?( van Gorp and Adams 2012)Dominant55
  56. 56. Which Site is Friendlier? More Dominant?FriendlierDominant56
  57. 57. 57
  58. 58. Which UI is Friendlier? More Dominant?(van Gorp 2007) FriendlierDominant 58
  59. 59. Get Chapter 1 Freehttp://designforemotion.com59
  60. 60. Thanks for your attention(iStockPhoto.com, van Gorp & Adams 2012)60
  61. 61. • Contact •Trevor van Gorp, BFA, M.E.Desaffectivedesign.com@affectivedesignca.linkedin.com/in/trevorvangorpPRESENTED BY:WEB:TWITTER:LINKEDIN:
  62. 62. References62Demîr, E. (2008). The Field of Design and Emotion:Concepts, Arguments, Tools and Current Issues. METU JFA 1(1), 135.Desmet, P. R. (2002). Designing emotions. Delft: Pieter Desmet.Fehrman, K. R., & Fehrman, C. (2000). Color: The secret influence. UpperSaddle River, NJ: Prentice Hall.Poffenberger, A. T., & Barrows, B. E. (1924). The feeling value of lines.Journal of Applied Psychology, 8, 187–205.http://wwe.com | http://marthstewart.comRussell, J. A. (1980). “A circumplex model of affect.” Journal of Personalityand Social Psychology, 39, 1161–1178.Smith G., and van Gorp, T. (2007) Comcast Experience Map - Social Gamer.van Gorp, T. and Adams E. (2012). Design for Emotion. Morgan Kaufmann -Elsevier, Waltham, MA.Yerkes, R. M., & Dodson, J. D. (1908). The relation of strength of stimulus torapidity of habit-formation. Journal of Comparative Neurology andPsychology, 18, 459–482.
  63. 63. References63SITE URLShttp://edmonton.cahttp://etstripplanner.edmonton.cahttp://m.etstripplanner.edmonton.cahttp:.//tradesecrets.alberta.cahttp://wwe.com | http://marthstewart.com

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