Emotional design is the practice of creating products and services that go beyond functionality to connect with people on a deeper, emotional level. By understanding how users feel when interacting with a product, designers can craft experiences that evoke joy, trust, excitement, or comfort, shaping not only how a product is used but also how it is remembered. Every design choice from colour, form, typography, and materials to interaction flows and micro-interactions can influence emotional responses and leave a lasting impression.

Designing with emotion in mind is critical because emotions strongly influence human behaviour. Users are more likely to adopt, engage with, and remain loyal to products that resonate with them emotionally, while negative experiences such as frustration or confusion can quickly erode trust and satisfaction. Analysing and measuring emotional responses through methods such as user testing, surveys, facial expression tracking, and behavioural analytics provides valuable insights into how design choices impact feelings, allowing designers to refine experiences for maximum positive effect.

Incorporating emotional design encourages empathy and a truly human-centred approach. It requires designers to move beyond usability and functionality, considering how every touchpoint in the user journey contributes to the overall emotional experience. By intentionally designing products and services to provoke specific emotional responses, organisations can strengthen relationships with users, differentiate themselves in the marketplace, and create experiences that are memorable, meaningful, and emotionally resonant.

If you have any queries about this workshop, please contact Science and Engineering Faculty Student Enrichment via sefse@mmu.ac.uk for support.

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