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.

1. ACTION.REACTION

2. For every action, there is an
equal and opposite reaction.
- Newton

3. For every design action,
there is an emotional reaction.

4. ½

5. What is emotional design?

6. When you have two similar coffee products,
emotional design is what makes you makes
you choose one over the other.

7. Emotional design revolves around our
needs as humans to bond and create a
connection between man and machine.

8. ”Designing an interface to be usable is
like a chef creating edible food.”
Aaron Walters, Design for emotion

9. “Emotional design is not about nice-to-have warm fuzzy
experiences, it’s central to daily life and the decision-
making process for consumers.
The more effectively we can apply emotional design in
our site, the better conversion rates and sales will be.”
Aaron Walter, Design for emotion

10. SELF-
ACTUALIZATION
SELF-ESTEEM
LOVE/ BELONGING
SAFETY
PHYSIOLOGICAL
MASLOW’S HEIRARCHY – HUMAN NEEDS

11. PLEASURABLE
CREATIVITY
PROFICIENCY
USABLE
RELIABLE
FUNCTIONAL
DESIGN HEIRARCHY OF HUMAN NEEDS

12. ¨ Attractive things work better ¨
- Don Norman

14. APPEARANCE
The Visceral Level
Initial impact, touch and feel
Gets us excited and curious

15. USABILITY
The Behavioral Level
How things work with relevant "
functions that fulfills needs

16. IMPACT
The Reflective Level (Long term)
Personal satisfaction, self image.
Meaning of a product and
whether its worth remembering

17. EMOTIONAL GOALS
Appearance Usability Impact
The Visceral Level The Behavioral Level The Reflective Level

18. Our designs should be:
APPEALING EFFECTIVE PLEASURABLE MEMORABLE
Grab attention
Guide the user
Have fun
Build a relationship
The Emotional Design Scale

19. Plutchik’s Emotion Wheel

20. 3 Emotions to cultivate

21. Emotionally intelligent
interactions = attention to detail
that feels organic and human

22. Emotionally intelligent interactions
= attention to detail that feels organic and human

24. Design I Motivation
I Emotion

25. What causes us to go from a passive
¨browsing¨ state to an active ¨doing¨state?

28. The protective frame

29. The protective frame
= Lets us focus on the object without distractions

30. The protective frame
= Helps us stay in the desired state of mind

31. Making the functional emotional

32. This carafe is not just a carafe.
Meet BOO

39. Great design awakens the senses and
takes the experience to the next level,
beyond the unexpected.

40. So how can we apply this to our projects
that are not Heineken or Google?

41. A sense of belonging

43. Stimulating visualization

45. Dare to stand out from the crowd

46. Are these two different brands?

47. Know your audience

50. Reflective and social

52. Seduction

56. Gamification

57. Do you see the difference?

59. Engaging and relevant

61. FUN

63. Attention to detail

66. Human-like interactions

67. Jumping icons

68. Shaking icons

69. Embodiment – the 3 dots

70. Tone of voice

73. Dissonance

75. Mascots

77. Make it simple

79. When something goes wrong

81. “Emotional design is your insurance to maintain
audience trust when things aren’t going your way”
Aaron Walter, Design for emotion

82. The little extras

89. The difference matters

91. So… how can we make this happen?

93. Emotional mapping

94. Mental notes getmentalnotes.com

95. CONVINCE OUR CLIENTS

97. Collaboration
Foundation of good design

98. We develop Impact on the consumer
The total experience
DREAMS
Vision, ambition, " MEANING
economic value
DIRECTION MEANING +
The Brand, product and EMOTIONAL
communication strategy
EXPERIENCE
INTERACTION
AESTHETICS + MEANING +
Crossmedia concepts, EMOTIONAL EXPERIENCE
systems, product service
DESIGN
AESTHETICS + MEANING +
Products, services, EMOTIONAL EXPERIENCE
communication

99. Think out of the box with a team of dedicated
managers, designers, programmers and copywriters.

100. Emotional design turns casual users into fanatics,
ready to tell others about their positive experience.
– Aarron Walter

102. The chain reaction:
When designers care and motivate,
companies get engaged.
When companies show they care,
customers create lasting bonds.

104. Det er den som går seg vill
som finner de nye veiene.
- Nils Kjær

105. Lillian Ayla Ersoy
Email: lillian.ersoy@bekk.no
Twitter: LillaylaUX

106. 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

107. 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/