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Action.Reaction - Emotional Design

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Are we getting the intended emotional response we set out to achieve? In this seminar, we explore the powerful effects of emotion in design; from the way we create interfaces to the way we communicate with our clients.

We focus on methods that help us create engaging digital experiences that impacts the organization's brand entity by focusing on the customer’s wants and needs.

Veröffentlicht in: Design
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Action.Reaction - Emotional Design

  1. 1. ACTION.REACTION
  2. 2. For every action, there is anequal and opposite reaction.- Newton
  3. 3. For every design action,there is an emotional reaction.
  4. 4. ½
  5. 5. What is emotional design?
  6. 6. When you have two similar coffee products,emotional design is what makes you makesyou choose one over the other.
  7. 7. Emotional design revolves around ourneeds as humans to bond and create aconnection between man and machine.
  8. 8. ”Designing an interface to be usable islike a chef creating edible food.”Aaron Walters, Design for emotion
  9. 9. “Emotional design is not about nice-to-have warm fuzzyexperiences, it’s central to daily life and the decision-making process for consumers.The more effectively we can apply emotional design inour site, the better conversion rates and sales will be.”Aaron Walter, Design for emotion
  10. 10. SELF- ACTUALIZATION SELF-ESTEEM LOVE/ BELONGING SAFETY PHYSIOLOGICALMASLOW’S HEIRARCHY – HUMAN NEEDS
  11. 11. PLEASURABLE CREATIVITY PROFICIENCY USABLE RELIABLE FUNCTIONAL DESIGN HEIRARCHY OF HUMAN NEEDS
  12. 12. ¨ Attractive things work better ¨ - Don Norman
  13. 13. APPEARANCE The Visceral Level Initial impact, touch and feelGets us excited and curious
  14. 14. USABILITY The Behavioral Level How things work with relevant " functions that fulfills needs
  15. 15. IMPACTThe Reflective Level (Long term) Personal satisfaction, self image. Meaning of a product and whether its worth remembering
  16. 16. EMOTIONAL GOALS Appearance Usability ImpactThe Visceral Level The Behavioral Level The Reflective Level
  17. 17. Our designs should be:APPEALING EFFECTIVE PLEASURABLE MEMORABLE Grab attention Guide the user Have fun Build a relationship The Emotional Design Scale
  18. 18. Plutchik’s Emotion Wheel
  19. 19. 3 Emotions to cultivate
  20. 20. Emotionally intelligentinteractions = attention to detail that feels organic and human
  21. 21. Emotionally intelligent interactions= attention to detail that feels organic and human
  22. 22. Design I Motivation I Emotion
  23. 23. What causes us to go from a passive¨browsing¨ state to an active ¨doing¨state?
  24. 24. The protective frame
  25. 25. The protective frame= Lets us focus on the object without distractions
  26. 26. The protective frame= Helps us stay in the desired state of mind
  27. 27. Making the functional emotional
  28. 28. This carafe is not just a carafe.Meet BOO
  29. 29. Great design awakens the senses andtakes the experience to the next level,beyond the unexpected.
  30. 30. So how can we apply this to our projects that are not Heineken or Google?
  31. 31. A sense of belonging
  32. 32. Stimulating visualization
  33. 33. Dare to stand out from the crowd
  34. 34. Are these two different brands?
  35. 35. Know your audience
  36. 36. Reflective and social
  37. 37. Seduction
  38. 38. Gamification
  39. 39. Do you see the difference?
  40. 40. Engaging and relevant
  41. 41. FUN
  42. 42. Attention to detail
  43. 43. Human-like interactions
  44. 44. Jumping icons
  45. 45. Shaking icons
  46. 46. Embodiment – the 3 dots
  47. 47. Tone of voice
  48. 48. Dissonance
  49. 49. Mascots
  50. 50. Make it simple
  51. 51. When something goes wrong
  52. 52. “Emotional design is your insurance to maintainaudience trust when things aren’t going your way”Aaron Walter, Design for emotion
  53. 53. The little extras
  54. 54. The difference matters
  55. 55. So… how can we make this happen?
  56. 56. Emotional mapping
  57. 57. Mental notes getmentalnotes.com
  58. 58. CONVINCE OUR CLIENTS
  59. 59. CollaborationFoundation of good design
  60. 60. We develop Impact on the consumer The total experience DREAMS Vision, ambition, " MEANING economic value DIRECTION MEANING +The Brand, product and EMOTIONALcommunication strategy EXPERIENCE INTERACTION AESTHETICS + MEANING + Crossmedia concepts, EMOTIONAL EXPERIENCEsystems, product service DESIGN AESTHETICS + MEANING + Products, services, EMOTIONAL EXPERIENCE communication
  61. 61. Think out of the box with a team of dedicatedmanagers, designers, programmers and copywriters.
  62. 62. Emotional design turns casual users into fanatics,ready to tell others about their positive experience.– Aarron Walter
  63. 63. The chain reaction:When designers care and motivate,companies get engaged.When companies show they care,customers create lasting bonds.
  64. 64. Det er den som går seg vill som finner de nye veiene.- Nils Kjær
  65. 65. Lillian Ayla ErsoyEmail: lillian.ersoy@bekk.noTwitter: LillaylaUX
  66. 66. RESOURCES AND FURTHER READING§  Aaron Walter - Design for Emotion§  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
  67. 67. 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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