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No design without emotions.

AnimationFront-end Development
30 Jun, 2019

All products, services or experiences have a relationship with emotions because, at some point you, as a user or consumer, chose THAT design over all the others, according to certain criteria and needs.In certain context, such as the current one, where there are more and more similar options of a product or service on the market that perform the same function and which usage is similar, it is not shocking that each time is getting harder for us to differentiate and choose between all the available options, especially if there are not many differences regarding prices. And here is where emotions play an important and fundamental role.

The importance of emotions. When we think of a product, service or experience for some specific purpose, the brain reacts when considering all the factors and a relationship with the user or consumer is established. And why is it relevant?

Because decisions can only consider how I feel about having that design with me and with other people. And it is not so much about the intrinsic characteristics. For this reason, the emotional experience has become a value proposition because, on the one hand, it allows establishing a longer and stronger relationship and connection with users and consumers. And on the other hand, it makes it possible for companies or brands to differentiate from the competition. Emotions within design can have different applications and functionalities, such as: making us live unique experiences and create memories, help express ourselves and detect what happens to us internally, promote our well-being, facilitate our day to day, help us make decisions, make ourselves feel more comfortable in a certain space, make recommendations according to our preferences, rehumanize and expand our capacities creating more just and inclusive societies, create new ways of communicating, among many others. Therefore, they have an enormous potential. There are different methods, theories and references that deal with this relationship between emotion and design.

In #dobleuv, we’ll present you only three that have been selected to make an introduction to emotional design.

1 / Kansei Engineering.Founded by Mitsuo Nagamachi, this method establishes procedures to translate perceptions, impressions, users’ taste into solutions through the characteristics and parameters of design.

2 / Empathic design.Techniques used to discover needs, through methodologies that stimulate and work on empathy. By observing and experiencing user’s experience in first person, i.e., putting yourself in the shoes of someone else, you get information that is often not possible to obtain with more traditional or superficial research methods.

3 / Positive design.Pieter Desmet stands out as a reference author by excellence. Positive design proposes strategies based on the application of research on the human experience that focus on how to design based on what makes people feel good and happy, with an always positive connotation.

And now, what do you think about emotions and design?

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