This post was originally published on the blog of design agency Soda Studio. Below are excerpts from that original article.
As an interaction designer, how often have you run into projects where you’re asked to ensure a great ‘user experience’, without looking at the cocktail of emotions your design might produce? "Preventing frustration or any other negative emotion makes it good enough" or “we want to delight our customer” they might say. Well, they're missing something.
About emotions. Before we continue: first, a little about emotions. Even in science, for the concept of emotion there’s no clear single definition, nor is there consensus on a categorization. But a useful definition is: an emotion is a subjective feeling that is mentally directed toward some person, thing or event, real or imagined (adapted from Peter Gray - Psychology). He adds that “[the object of emotion] is always something that is in some way important to the one who experiences the emotion”. This is also why people are generally less concerned by, for example, wars in other countries than their own, unless they have some personal connection to that country. An emotion is about something in the world that’s related to your self-concept of ‘you or yours’.
Examples of Emotional Design
Uber builds technology to connect customers with a one-trip private driver (you could call it a deluxe taxi service). While the copy is still a bit anonymous and lacks character, the visual design speaks loud enough to deliver the right emotions. Anticipation, joy, and trust are all there on the first impression of the home page. Also, the interaction designer had to leave a lot of space for that big photo. So here we see a first example of emotional design through interaction design.
Simple Bank is pretty neutral in it’s wording (as they still need to be elegantly formal as a bank) but it is obvious that they worked on the first impression you get when arriving at their home page. For example, the combination of the words BANK and FUTURE is a pretty strong stimulus, targeted at people’s current mistrust of banks and worry about the future. These few words acknowledge people’s worries and their need for a bank that is future-proof.
- See more at: http://sodastudio.nl/nieuws/make-more-impact-on-your-customers-through-emotional-design#sthash.nTcI7XWM.dpuf