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emotional design

What is Emotive Design?

January 1, 2015 —

What is Emotive Design?

Emotive design is a component of emotive branding that engages people in a focused way that strives to evoke the specific feelings the brand seeks to own. Using color, lines, shape, form, texture, light – and nothingness – designers create both passive and interactive experiences that resonant with the brand’s emotional space. Emotive design is not overtly emotional design. Operating at a subtle and subconscious level, these design cues work to reinforce and enhance other dimensions of the way people interact with the brand. From the highly tangible experience of using a product to the...
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Emotional Design Principles Build Meaningful Brand Interactions

June 2, 2014 —

Emotional Design Principles Build Meaningful Brand Interactions

Emotional Design We recently came across an older, but interesting article about the use of emotion in design. The piece takes us through the premises of two books on website user interface design, “Emotional Design” by Don Norman, and “Designing for Emotion” by Aaron Walter. We were drawn to this recap of Norman’s 3-level approach to creative design: The visceral level – the appearance of a design The behavioral level – how the product works The reflective level – the long-term impact of the design By combining these three levels in the right...
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