Emotion. From Latin ‘emotio’. It is said of an impulse or movement that moves a person towards something.
Many of the things we buy daily are not necessarily the best in the market. Actually, most of them are acquired due to the emotions they transmit to us, and that is the emotional design.
There are many elements that influence how we enjoy a product, and some go far beyond the product itself. Imagine that you have a bottle of a Pinot Noir Grand Cru, and they give you a choice between a burgundy glass, bulky goblet and wide neck, which allow the wine to breathe, allow us to shake it, opening it to enjoy all its different aromas that vary and evolve at each drink ... or in a normal glass of life. What do you choose? Obviously, most people would opt for the first option. These cups are designed so that we establish an emotional connection with the object.
Those who perfectly manage the use of emotions is for example Starbucks, where they not only sell “coffee” but a whole of their sensory experience, what they feel, going and being in a Starbucks… with your personalized glass, a coffee Made especially for you and the pleasant world of those sensations that so, but so well communicate…. and it is not that his coffee is the best in the world ...
There is much talk about design, aesthetics and functionality, but little or almost nothing about how emotions affect people. The great master of emotional design Donald Norman, defines it as a design that is focused on the relationship that people establish with objects, in the creation of products that in addition to fulfilling their practical functions, can provoke an emotional response in people , generating a more intimate user experience and creating a link beyond functionality.
Create emotional bonds by telling stories
Treating things with care, ‘simmering’, focusing on details and creating emotions, make our projects more than just a brand identity or a website. We tell stories, and with that, we create emotions. Telling a story, we make customers feel closer and interested in the projects. It is not enough to have functional ideas to make them work. It is essential that, for it to work, users can feel special when it comes to interacting with the specific project or service. Do not limit them to using it simply, but helping them establish an emotional connection with it. We talk about the quality that the product can have and the satisfaction it can generate when people interact with it.
A clear example of this, is one of our latest projects web design for Cabañas Aitué (San Luis) Beyond an aesthetic website, there is a project where we have worked on a more pleasant, intimate and personal experience. In this way, users create a link with the web that goes beyond its functionality or aesthetics, enjoy browsing through it, entering the 'Aitué San Luis' and getting carried away by the essence of the cabins from the first moment they enter the web. Analyzing the experience of use as a process, which lasts from when they come into contact with the web, while browsing and until they stop being on it.
The design must be enjoyed and a design that arouses emotions makes your product something better, since emotions affect the valuation, perception and memorization we can have of it. Let's not forget that we form mental images of things according to the emotions they generate.
Should we then reflect to what extent we use design as marketing?
Perhaps the design goes beyond developing a product with an attractive aesthetic to generate more demand. Design can be much more than all that, design also has to be able to thrill. It is our responsibility to think about the emotional impact of our designs. And we should treat it as a way to improve the relationship between people, products and services.
Do you want us to help you create the emotions of your brand? Contact us!