Emotional design

BY INUSE JANUARY 2020
What is Emotional Design?
Human's emotional response
towards design

What is Emotional Design?
Emotional design strives to
create products that elicit
appropriate emotions, in
order to create a positive
experience for the user.

All experiences create emotions,
wether or not you design for them.
Emotions guide every single
decision you make.

The (subjective) experience We react/ interpret We decide/ act
A core part of any experience
Emotions

I. How do emotions work?
II. 'Emotional Design'?
III. Examples

"The complex psychophysiological experience
of an individual’s state of mind as it is
interacting with biochemical (internal) and
environmental (external) influences."
https://courses.lumenlearning.com/boundless-psychology/chapter/biology-of-emotion/
HOW DO EMOTIONS WORK?

Our emotions tell us:
• How we are
• How to interpret our surroundings
• And help us communicate our
needs and respond appropriately.
It's a survival tool.

001
PHOTO CAPTION
Emotions =
our native
language

001
PHOTO CAPTION
Mixed emotions
Plutchik's Wheel of
Emotions - using emojis

SECTION
001
We instinctively react

Our autonomous nervous system is especially
triggered by negative emotions such as fear,
anger and disgust, when interpreting the
surroundings - the Fight or Flight system.
But today those reactions can be
triggered by other types of stressful
situations

001
Our 'fight or flight' and 'rest
and digest' system is a part
of this system of emotions

001
SECTION
We react emotionally to
people as well as objects

001
SECTION
We read-in faces
and living beings
(shadows!) where
there are none,
we are hardwired
that way!

001
SECTION
The man in
the moon :)

Not just hardwired for 'faces' - we
'humanise' our surroundings, interpreting
them as if they were humans.

001
SECTION
Seeing animals,
objects and
phenomena as if
they were human:
antropomorphism

001
SECTION
The 'Baby-
Schema' =
more positive
perception

001
Even inanimate
objects we build
emotional
relations to.

001
The emotions
triggered by them
are not necessarily
depending on the
'surface' design, but
by the holistic
experience.
Based on that we
give them certain
personality traits!

.. this ability to interpret emotional
expressions - is one side of
empathy

Empathy: our built-in ability to connect and relate to others

SECTION
001
We are built for
empathy.
The stronger
the mirroring,
the stronger the
empathy

Three types of empathy
Daniel Goleman: 'Social Intelligence'

... It doesn't matter what it is, we
automatically react and want to build
some sort of emotional relation or
connection to it.

If a UI doesn't respond in an
empathetic way, ignores us or
gives us error messages, it
blocks us from relating
(positively) and the result is a
negative emotional reaction and
response.
'The Media Equation'
https://www.psychologyinaction.org/psychology-in-action-1/2015/12/27/the-psychology-of-computer-rage

The (subjective) experience We react/ interpret We decide/ act
A core part of any experience
Emotions
Empathy

SECTION
001
The way we process
and act on our
interpretation of our
surroundings can
(famously) be divided
into two categories.
Daniel Kahnemann: 'Thinking fast and slow'

System 1 System 2
95%
• Fast/automatic
• Familiar routines
• Undemanding
• Functions while tired,
sick, stressed
• Impressions/intuitions/
feeling, bias
• Susceptible to errors
• Jumping to conclusions
5%
• Slow/effortful
• Necessary for novel
decisions/routines
• Useful with harder
questions
• Tiring
• Impaired by fatigue, illness,
stress
• Logic/ analysis/ reflection
• Can overide errors through
thought
A higher load = higher reliance on System 1

Bias
Confirmation bias
Conformism (seen here)
Authority bias
Loss aversion
'Do anything'

001
II. 'EMOTIONAL DESIGN'?

001
SECTION
"The emotional side of
design may be more
critical to a product's
success than it's pratical
elements."
"Attractive interfaces
were perceived to be
easier to use, i.e. “they
worked better.”
Don Norman's 'Emotional Design' from 2005:

001
SECTION
Visceral Behavioral Reflective
This level of design
refers to the
perceptible qualities
of the object and
how they make the
user/observer feel.
Has to do with
the pleasure and
effectiveness of
use.
Considers the
rationalization and
intellectualization of a
product. Can I tell a
story about it? Does it
appeal to my self-
image, to my pride?
Three levels of processing design
DELIGHT

001
Visceral - The GUT instinct

001
Behavioral - How does it feel to use?

001
Reflective - What are your feelings/thoughts about it?

001
SECTION
Patrick Jordan 'Designing Pleasurable Products' 2002
1. Understand
people holistically
2. Specify product
benefits
3. Specify product
properties
4. Evaluate design
for pleasurability

SECTION
001
Aaron Walter - 'Designing for emotion'
"Human nature is
reflected in every
aspect of design"

SECTION
001
.. great products and services
should evoke positive emotions -
which in term can soften future
negative experiences

SECTION
001
.. if we look at it on a higher level it
is all about connection and
relationships between a customer
and a product/ brand/ service

SECTION
001

SECTION
001
People see only brand - they don't distinguish between
touchpoints, sub brands, departments, etc

We need to be able to
interpret, communicate
and relate in a human
enabled way to feel
supported and
understood

III. EXAMPLES

001
SECTION
Service design handling
construction delays in traffic
NSB: "Alternativ Reise"

001
SECTION
Bad UX, brand love, difficult
relationship
HBO

001
SECTION
Storytelling, SoMe, supporting
MailChimp

001
SECTION
Emotionally appealing, but
mixes culture + commercial
interests
Coca-Cola

SECTION
001
When can we use emotional
design? What is ethical?

Emotional design

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Emotional design

Ähnlich wie Emotional design (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Emotional design