Dutch Design Education Approach to Designing for Emotions

Dutch Design Education:
A new approach to design for
emotions

Design and Emotion: Dare to Desire!
October 8th, 2008

Peter van Waart MA
Researcher Human Centered ICT
Lecturer Creative Marketing / Experience Branding

School of Communication, Media and Information Technology
Rotterdam University of Applied Sciences, The Netherlands

Peter van Waart | Design and Emotion 2008: Dare to Desire!

Dutch Design Education:
A new approach to
design for emotions
• Experience Branding
• Developing emotional literacy
• Results
• Conclusions and questions


Rotterdam University of Applied Sciences
School of Communication, Media and Information Technology


Experience Branding
“Meaningful brand experiences”

How to ‘touch’ people by
initiating experiences which relate to
individual values and evoke emotions


Experience Branding

“Meaningful brand experiences”

How to ‘touch’ people by
initiating experiences which relate to
individual values and evoke emotions

Experience Economy
Emotional design

Question

How to develop emotional literacy as
professional competency for designing
for emotions?


Assumption

General
competency

Professional
competency


Teaching emotional literacy

1. Being aware of and cope with your own emotions

2. Being aware of and cope with emotions of others


What can we learn from
teaching aesthetic literacy?
Art schools prove to be able to develop aesthetic literacy

aesthetic literacy: instrumental knowledge and skills
+ intuitive sense for aesthetics

emotional literacy: instrumental knowledge and skills
+ intuitive sense for emotions

Approach: Critical reflection


Critical reflection
to verbalize
your design process and
learning process,
which is the basis for
a dialogue with your teacher

Our method
for teaching emotional design

Inspired by Experiential Learning Model (Kolb)


Method for teaching emotional design


Concrete experience
How can I recognise my own values and emotions?

Assignments

Express 10 meaningful moments in life using images

Diary or dummy at hand to make notes or sketches
as soon as a significant experience occurred

Students publish these experiences on their weblog.


Reflective observation
How can I recognise values and emotions of others?

Assignments

Observation studies, interviews, or ways of
ethnographic research to study people in their
natural habitat

Read each other’s weblogs and share their
experiences.

In class, students are confronted with emotions of
others in presentations, which they talk about in
critical reflective discussions with each other and
teachers.


Abstract conceptualisation
In what cultural context (with specific norms and
values) do users of my design live?

Assignments

Literature about psychological and physiological aspects of brain
and body, consciousness and sub-consciousness, reasoning
and intuition, values and emotions, experience economy,
branding, and (Western) social-cultural environment.

Write book and article reviews on these at their weblogs.

Reviewing newspaper articles from a social-cultural point of view

“Emotional Consult” investigating in a critical-reflective dialog the
personal fascination the student has and how that is related to
the profession of Experience Branding with the aim to help the
student connect his professional insight with his personal
emotional literacy.


Active experimentation
Which cultural-specific symbols can I use as a
mechanism to evoke emotions?

Assignments

Create an archetype. Students have to think of specific
(visual) cultural symbols that express certain values,
which are commonly perceived and recognised

Develop a meaningful brand experience for an existing or
fake brand in which all knowledge, skills and
experiences from the former stages are applied


And what about the students?
Do they…

Do They Dare?

I promise
to share my emotions and experiences honoustly with others,
to respect the emotions and experiences of others,
and I shall not share without permission,
emotions of others with others

Concrete experience
How can I recognise my own values and emotions?

Reflective observation
How can I recognise values and emotions of others?

Abstract conceptualisation
In what cultural context (with specific norms and values) do users of my design live?

Active experimentation
Which cultural-specific symbols can I use as a mechanism to evoke emotions?

Student quotes

“Applying the knowledge from class in real life, makes me
more conscious about my own experiences. A good
example is me, climbing the Euromast”

“I am not quite sure when it happened, but Experience Branding
has changed my life”

“I saw the light! In finally know how to act as an Experience Brander”


Tips & tricks

• Create safe environment
• Discuss privacy issues (weblogs)
• Personal development
• Oath (or any other ritual)


Discussion and questions

Can we use this method in other cultures?

– Design tradition
– Values and norms


Thank you

--------------------------------------------------------

Download presentation from:
http://docent.cmd.hro.nl/waarp/designandemotion

--------------------------------------------------------

Peter van Waart
p.van.waart@hro.nl
www.linkedin.com/in/petervanwaart


Dutch Design Education Approach to Designing for Emotions

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