Emotional Design Theory: a design that hits you right in the feels
Welcome to our second month at YDKTM!
I’m having the best time writing this newsletter. It’s giving me this rebellious pleasure of being able to convey information without having to abide by the academic standards that held me for the last four years. Isn’t it just wonderful to write without the fear of a bad grade?
It’s even more special because I get to collaborate with Maiane Gabriele, a dear friend of 15 years. Since we’ve been living apart (like 10.000 km apart!!) for the last almost decade, it is nice to find reasons to keep nerding around together, since we’re both just this weird and this is our idea of fun 🙂.
Today we’re going to talk about Emotional Design Theory and I’ll give you some pointers on how to apply it in your designs. Believe me, it’s hella useful.
So let’s start from the beginning,
What’s Emotional Design Theory?
Emotional Design Theory, coined by the legendary Don Norman, reveals that we’re not just logical robots. We’re emotional beings, and our emotions significantly impact how we experience and interact with the world around us.
Do you know when something hits you right in the feels?
That’s what Emotional Design Theory is all about. It’s about creating designs that not only look good but also make you feel awesome. It’s like adding a little spice ✨✨ to your design recipe.
Kay, but how do we do that?
Mr. Norman said that Emotional Design could be divided into three levels:
1. Visceral Level
This level is about that immediate and unconscious gut reaction you get when you see something cool. It’s all about the visual appeal, colors, shapes, and sounds that awaken your senses and make you feel something.
2. Behavioral Level
This level is where usability comes into play. It’s quite important that on top of being beautiful, things are also easy to use and efficient so you don’t lose your precious time trying to figure out how to get something working.
Naturally, when a design is smooth and intuitive, it gives you a sense of satisfaction and accomplishment (that sweet, sweet shot of dopamine) which makes you want to keep using it.
3. Reflective Level
Then the last level is about the meaning, the storytelling aspects and the personal significance that the design may awaken in you.
It’s when a design evokes memories, connects with your personal values or, as mentioned above, when a design hits you right in the feels ✨
Right. Still too theoretical, tho
To make this more tangible, this is how you can apply Emotional Design Theory and make your users fall head over heels for your product:
- Know your target audience
Are you still trying to design anything without knowing who you’re designing it for?
Anyway, to design something that will resonate with the user on an emotional level, empathy is key!
2. Take the senses into consideration
The first level of Emotional Design is triggered by our first reaction to the product.
To trigger that visceral level your design needs to talk to the users’ senses: it has to be visually appealing, aesthetically pleasing and — in case it’s relevant to your design — also smell, taste, sound and feel awesome.
3. Enhance usability
Aesthetics alone won’t cut it. Your design should also be intuitive and user-friendly. Ensuring a positive experience at the behavioral level enhances overall user satisfaction.
4. Tell a story
Incorporating storytelling elements into your design is the key to creating emotional connections. Use metaphors, analogies, narratives or visual cues that trigger memories or evoke the emotion you are trying to induce.
5. Engage those emotions through feedback
Make sure to add features in your design that provide the user with feedback. For example, using sounds or animations to acknowledge user actions can create a sense of delight and satisfaction, therefore, an emotional response.
Told ya it would be useful!
The main taking of this is: it’s not just about functionality; it’s about creating an emotional journey!
And remember: we no longer design products, we design experiences ;).
In case you wanna dive deeper:
📗 The Personality Layer, by Simon Schmid
📗 Emotional Design: Why We Love (Or Hate) Everyday Things, by Don Norman
📗 Design is Storytelling, by Ellen Lupton
