Contribute Welcome

Welcome to “Design for Emotion”

On behalf of co-author Edie Adams and myself, we’d like to welcome you to the site! We’re writing a book with the fine folks at Morgan Kaufmann Publishers and we’d like you to be a part of it.


Design for Emotion is a guide to understanding and applying emotion and personality to create products, applications and websites that are more desirable, usable and useful.

Creative professionals who design consumer products, entertainment, software, websites, marketing and communications are beginning to appreciate the importance of evoking emotions and personality to capture viewers’ attention and provide more satisfying experiences.


Based on the authors’ combined experience of over 30 years in graphic, interactive and industrial design, user interface designhuman factors, ergonomics, product management and product innovation, Design for Emotion is your guide to creating emotional products, apps and websites.

Who Should Read it?

Designers, UX professionals, marketers, product managers and communication professionals

If your business depends on understanding people’s emotional responses, communicating persuasively, or designing the personalities of objects, brands and experiences, you should read this book.

What You’ll Learn

You’ll learn the why, what, when, where and how of designing emotion and personality.

Design for Emotion addresses the basic questions around designing emotional experiences; why, what, when, where and how do we design for emotion?


You’ll learn why you should be incorporating emotion into your design process. You’ll discover what creates emotional responses along with when and where to apply emotional design principles. Finally, you’ll learn how to use design elements to trigger emotional responses.

Extensive real world examples and comparisons show how design communicates emotion and personality.

With extensive real-world examples to help illustrate how emotion and personality are communicated through design, Design for Emotion isn’t just another book on design theory – it’s an imminently practical guide to applying and eliciting emotion in design.

Design for Emotion:
  • explains the relationship between emotions and product personalities
  • details the most important dimensions of a product’s personality
  • examines models for understanding users’ relationships with products
  • explores how to intentionally design product personalities
  • provides extensive examples from product, web and application design
  • includes a simple and effective model for creating more emotional designs

Interviews and Case Studies

The book features interviews and case studies from professionals practicing emotional design.

With insightful interviews and case studies, Design for Emotion helps illustrate how emotion can be applied in your design process.

Case Studies
  • Microsoft Windows Phone 7 Reference Designs – by Moni Wolf
  • The Emotional Elements of PICO  – by Matt Pattison, Shayal Chhibber, Damian Smith and Chris Fryer

Harness the power of emotional design to enhance products, websites and applications while improving user experience and increasing customer satisfaction. Design for Emotion will help you communicate your client’s message and brand values with the appropriate emotions and personality for their target audience.

Find out more about the AUTHORS

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Thanks for stopping by. To get more information on the book, the authors, or on speaking & consulting, get in touch with us below.

We're in Edmonton, Canada and Seattle, U.S.A.

Design for Emotion is a new book by Trevor van Gorp, principal of Affective Design Inc., and Microsoft’s Edie Adams, in association with Elsevier/Morgan Kaufmann publishers. We’re located in Edmonton, Alberta, Canada and Seattle, Washington, U.S.A., but you can reach us at:


Design for Emotion
309, 10147 – 112 St. NW
Edmonton, Alberta, Canada
T5K 1M1


If you’ve got questions about the book, want to learn more, or talk to Trevor or Edie about speaking and consulting, send us a message at the email address above. We’ll do our best to get back to you as soon as possible. Thanks! Have a nice day.

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With over 30 years of experience designing products used by millions of people, Trevor van Gorp and Edie Adams address the foundational questions around designing emotional experiences.

The authors bring their combined experience in the fields of graphic, interactive and industrial design, user interface design, human factors, ergonomics, product management and product innovation.

Trevor van Gorp

Author - Trevor van Gorp

Trevor has spent the last decade focused on exploring and understanding how design communicates emotion and personality.

He has been working in design and visual communication since 1994, and holds a M.E.Des. in Industrial Design and a B.F.A. in Graphic Design. Formerly the first employee at nForm User Experience, Trevor helped build the company into a leading Canadian user experience firm.

Trevor has created information architecture, performed interaction design and conducted user research and usability evaluations for clients like the City of Edmonton, Edmonton Transit System, Comcast,, and the Government of Alberta.

He is the founder and principal of Affective Design, a trusted user experience consultancy focused on emotional design.

He is the author and editor of, a popular blog on the intersection of design and emotion and he contributed to Deconstructing Product Design by William Lidwell and Gerry Manacsa. Trevor has also written articles for Boxes and Arrows, a noted industry web magazine.

He has given presentations on the topic of designing for emotion at conferences in Canada, the U.S. and Sweden. He also enjoys the occasional pancake, as long as there’s real maple syrup.

Edie Adams

Author - Edie Adams

Edie has been evoking emotion through design for over 20 years. Her research and design innovations have been recognized with over 40 US patents.

Edie has worked with product teams, innovation groups, and business leadership to develop an understanding of the physical, cognitive and emotional interactions between people and products that drive product success. Most recently, she was the Principal User Experience Manager for the Mac Business Unit (MacBU) at Microsoft. Prior to joining MacBU, she developed an understanding of the premium mobile consumer market for the Platform and Core Innovation team in Windows COSD.

Edie is trained in occupational ergonomics, product design and design research. She is a CPE (Certified Professional Ergonomist), and holds a M.E.Des. in Industrial Design and a B.Sc. in Psychology from the University of Calgary, where she has been an Adjunct Professor in the Faculty of Environmental Design.

To begin her career at Microsoft, Edie led a team in the research of physical, cognitive and emotional interactions of people and products for Microsoft Hardware and Strategic Business Divisions. She has held numerous research and design manager positions in Windows, including Windows Mobile and Tailored Products, the Windows Hardware Innovation Group, and the Windows Hardware and Emerging Markets Group. In each, Edie has worked with many different types of designers (i.e. industrial designers, interaction designers, visual designers), market and user researchers, hardware and software architects and business development to spur innovation in the PC industry.

Edie’s design work is included in the Permanent Collection of the Museum of Modern Art in New York and the Chicago Antheneum.

She was also featured in “Fast Forward: Design in the Pacific Northwest” at the Tacoma Art Museum. Edie is past president of the Office Ergonomics Research Committee, past program chair of the Human Factors and Ergonomics Society Consumer Product Technical Group, and past vice chair of the Human Factors Special Interest Section of the Industrial Design Society of America. She has been known to subsist almost solely on peanut butter for long periods of time.

Find out more about the book on our BLOG.

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