“Studies show that people often make decisions based on emotion, so we can’t separate emotion from conscious thought.”
—Don Norman, “Emotional Design”
So we know that products and services which make us feel good keep us coming back. But good design isn’t just about making something beautiful and functional, its about tapping into the user’s subconscious. What’s at work here, is Emotional Design. Today, I’ll be covering the key takeaways from Don Norman’s Emotional Design—the applicable techniques you can start using now. I highly recommend this short read.
Chick fil a, Apple, and Ikea all appeal to the different levels of emotional design, which we’ll understand after covering all three.
These three companies have all achieved considerable success and are quite attractive, yet each has its own, unique, approach to achieving it. Today we’re going to learn how to design attractive experiences by leverage 3✌️ approaches–the 3 levels of emotional design–to make any product elicit engagement, brand loyalty, and memorability.
A positive emotion results in increased creativity and problem solving, which improves people’s ability to tolerate minor difficulties. If a product may be somewhat unusable, that positivity helps the user solve problems quicker, which is why inducing a positive state through attractive design is so key.