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Emotional Design - Sunidhi Kulkarni

Emotional design aims to engage users' emotions through three levels: visceral, behavioral, and reflective. The visceral level involves initial impressions, the behavioral level concerns interactions and usability, and the reflective level comprises thoughts after use. Together these can create positive emotional connections if designers understand users and craft experiences that meet visceral, behavioral, and reflective needs. Delivering value through an experience that evokes these positive emotional reactions at each level is key to gaining user loyalty and advocacy.

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146 views29 pages

Emotional Design - Sunidhi Kulkarni

Emotional design aims to engage users' emotions through three levels: visceral, behavioral, and reflective. The visceral level involves initial impressions, the behavioral level concerns interactions and usability, and the reflective level comprises thoughts after use. Together these can create positive emotional connections if designers understand users and craft experiences that meet visceral, behavioral, and reflective needs. Delivering value through an experience that evokes these positive emotional reactions at each level is key to gaining user loyalty and advocacy.

Uploaded by

Manish
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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EMOTIONAL

DESIGN
Sunidhi Sudhir Kulkarni
UX/UI Designer - LTI
Identify: Visceral / Behavioural / Reflective
Table of Contents

01 02
Introduction Levels of Emotions
What is Emotional Design? The 3 levels of emotional
design

03 04
The connection Summary
A deeper look So what we learn?
Introduction
Emotional Design?
• Emotions are very important part of
humans as they have power to influence
the way we make decisions, evaluate risks,
solve problems, focus our attention, find
something interesting and categories
information.
● When our design influences emotions,
the user tends to create a relationship
with your brand and they want to use it
again and again.
Emotional ● Design is not just about making things
Design beautiful but a lot more how it makes us
feel, how it influence us, experience, etc.

● The fact is that the emotional design of


a product or service affects its success.
Levels of Emotions
The 3 levels of emotional design

Visceral Behavioral Reflective

- Attractiveness - Usability - Meaning of product


- Pre consciousness - Product function - Impact of thought
- Initial impression - Performance - Sharing the experience
- Feelings - Effectiveness of use - Cultural meaning
01

Visceral
- A visceral reaction is triggered
by an initial sensory experience.

- It is that first impression that


sets the mood and initial framing
for which you‟ll explore
everything else.

- They are deep-rooted,


unconscious, subjective, and
automatic feelings.
02

Behavioral
- A behavioral reaction is how we
feel as we are immersed in the
product experience.

- It is how we react to our product


interactions and derive value from
the products we use, also more
commonly known as usability.

- Products that enable us to


achieve our goals smoothly
without any errors, provide us
with positive emotions.
03

Reflective
- A reflective reaction is how we
feel after we have been immersed
in the experience.

- It is how we remember the


experience itself and how it made
us feel. It determines whether we
want to try that experience again or
shun it altogether.

- The reflective level refers to the


user‟s reflections about the product,
both before, during, and after use.
Identify: Visceral / Behavioural / Reflective
The
Connection
● Delight is at the intersection of visceral,
behavioral, and reflective emotional
design.
● It is critical that designers understand
that these emotional reactions are not
accidental: they can be cultivated and
crafted with a people-first design
approach that truly delivers enduring
value.
● It is an inherent hierarchy and set of
prerequisites that must be met before
we cultivate these emotional
experiences.
Why Delight is important?
• It dominates decision making: it affect
what we choose, positive or negative
• Increase motivation: helps you take
action or complete task
• It affects memory: how we link few
images with product or events with
product.
How to Apply Emotional Design?

Give your work a Have your design engage Use color/contrast


signature personality users as a character advantageously

A face/mascot for users to Include personal touches in all Like blue for banking =
identify with that suits your tasks, to reinforce the illusion trustworthiness &
brand/organization/industry of a personable helper who Red to evoke strong emotions
knows users like an old friend.

Craft copy with the Customize microcopy Apply video/sound to


right tone to inspire which matches your tone carry messages

Slack‟s “You‟re here! The day It communicates how an To replicate a character and
just got better.” greeting. Fonts organization feels about its set a mood
and styles that suit the image message.
you want to project.
How to Apply Emotional Design?

Personalize the experience Offer prizes and surprises


for different users.

Show users what else they Let users check how many
might like, based on their likes they have and find new
information. login background images.

Use storytelling Maintain attention to detail,


especially on error messages

To ensure that all work Include polite, humorous


focuses on the users' needs messages to alleviate users‟
and the value you want to give frustration whenever problems
those users. arise (e.g., downtime).
01 02 03

Before people can love an People must be able to use the People will love the product
experience, they must first product and derive some and tell others about it if the
desire that experience. expected value. If that value is experience evokes positive
This could be through exceptional, then they will begin behavioral, visceral, and
marketing or how you to trust the product and feel
reflective emotional reactions.
present the experience. compelled to use it.
Daily life example
Megan has downloaded the
Instagram App to share her artwork.

- It seems modern and easy to use


(First impression — „Visceral‟).

- She‟s impressed with how easy it is


to navigate (Unconscious
confirmation — „Behavioral‟).

- She imagines sharing her creativity


with others & feels confident in her
decision to join Instagram (Positive
opinion — „Reflective‟).
Why is creating a positive
emotional connection to a
website so important?
According to Adobe,
almost 40% of people will stop
engaging with a website if the
content/layout is unattractive.
Another study found that 94% of
negative website feedback
was design-related.

Thus through aesthetic and compelling


content, useful and meaningful
interactions, and an overall sound UX
strategy, brands can express their
personalities and create those critical
positive emotional connections with
their users that will help ensure they
become loyalists and even evangelists
of the brand.
● To learn What will improve
Purpose of customer's lives.

understanding ● To learn What the pros and cons of


different approaches are.
your user?
● To make better decision in
the process.
Summary
Humans are not machines.
Humans don’t do 0’s and 1’s.
But we humans are strange creatures.
And our emotions play even stranger and
stronger roles in our experiences.

Yes! The word experience should be sufficient


enough to explain the
emotional design.
To make work we’re proud of, we
need to positively affect the user.

To make affect the user, we need


to engage their emotions.

To engage a users emotions, we


view and design experiences
through an Emotive Design lens.
Together, visceral, behavioral,
and reflective emotional design
creates enduring and delightful
product or service experiences.
Bibliography
https://uxdesign.cc/emotive-design-6a5b78b56527
https://medium.theuxblog.com/power-of-emotional-design-ab2c8e167891
https://www.interaction-design.org/literature/topics/emotional-design
https://medium.muz.li/the-art-of-emotion-normans-3-levels-of-emotional-design-88a1fb495b1d
https://medium.muz.li/want-to-become-a-better-ux-designer-in-2021-design-for-emotions-3356859f1ee9
https://www.slideshare.net/stephengay/innovation-d4d-v2
Thank You!
Do you have any questions?
sunidhi.kulkarni@lntinfotech.com

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