Chapter 1 Excerpts

1. Emotion is Experience

We receive information about the world from our senses.

Because we don’t have the attention required to process and interpret all the information we receive each day, a lot of the information we encounter is simply screened out (Davenport & Beck, 2001). Our brains then process and interpret the information that has actually made it into our heads. This information is represented and compared to the information we already know.

The information you take in informs your mental model or “map” of the world and reality.

Social Gamer Mental Map

Because no one can be exposed to everything, everyone’s map is incomplete. No single person’s map can possibly encompass “all” of reality. This inherent limitation naturally leads to some heated debates between people with different “maps” about the nature of existence, god and a number of other interesting questions that we won’t attempt to address here.

But let’s back up for a minute. What is it that keeps information from being ignored or screened out in the first place? What is it that selects the information that actually gets into our brains and becomes part of our mental models of reality? Attention selects relevant information by focusing on it and deletes information that’s considered irrelevant by simply ignoring it.

Emotion is the energy that drives and directs attention.

Emotions and other affective states like moods, sentiments and personality traits influence every aspect of our interactions with brands, products, and websites (Forlizzi & Battarbee, 2004). This includes our intentions, our plans, and any feedback on whether we achieve success. Our plans are our internal representations of sequences of events, actions, and consequences. Plans provide a link between the goals we envision in our minds and the actual realization of those goals in the physical world.

Affective states run the range from short-term emotions to long-term personality traits.

In this way, affective states act as continuously shifting influences that are always altering perception and triggering the mental processes that lead to behavior. In emotion research circles, this influence is called “emotional affect” (Russell, 1980).

Emotional affect can be envisioned as a lens that constantly colors our realities.

This lens is so pervasive and ubiquitous that it’s easy to forget that it’s there, unless our emotions become intense enough to demand and divert our attention. The color and focus of the lens may change depending on the quality of the emotions we’re experiencing, but the lens is always there, subtly influencing how we see the world. We explore the effects of emotional affect in more detail in Chapter 2 of the book.

next: “2. All Design is Emotional Design” >


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Chapter 1 Excerpts

Five Reasons to Design for Emotion

Why should you design for emotion?

The short answer is that emotion is an overriding influence in our daily lives (Damasio, 1994). It constitutes our experiences and colors our realities. Emotion dominates decision making, commands attention and enhances some memories, while minimizing others (Reeves & Nass, 1998).

Emotions and Meaning

The emotions we feel allow us to assign meanings to the people and things that we experience in life.

Five Reasons to Design for EmotionMost of the time, pleasure means “good” and pain means “bad.” When we use products, websites and software applications, we experience complex social and emotional responses that are no different from the responses we experience when we interact with real people (Desmet, 2002).

Emotion and Personality

Over time, the emotional expressions that we perceive in both people and things can come to be seen as “personality traits” (van Gorp, 2006).

We perceive personality in the things in our environment and then form relationships with those things based on the personalities we’ve given them (Reeves & Nass, 1998). As Donald Norman put it: “everything has a personality, everything sends an emotional signal. Even when this was not the intention of the designer, the people who view … infer personalities and experience emotions. … Horrible personalities instill horrid emotional states in their users, usually unwittingly” (van Geel, 2011).

Our tendency to perceive emotion and personality in things is utilized by marketers and advertisers, who target advertisements for particular brands to the audiences of specific shows. The “personality” of each show—represented by its look, feel, and emotional tone—is known to attract an audience that fits certain demographics and has certain tastes. “Modest people are more likely to watch the blue-collar hero show Deadliest Catch, while altruistic people tend to prefer cooking shows like Rachael Ray and reality shows with happy endings like The Bachelor” (Bulik, 2010).

We perceive personality in things and then form relationships with those things based on the personalities we’ve perceived in them.

PleasantBecause of people’s natural tendency to perceive personality in things, they form relationships with those things based in part on the personalities they perceive. Personality traits contribute to our choices in terms of the media (e.g., TV shows, music) we choose, the products we purchase and the story of the brands we embrace or ignore (Govers & Schoormans, 2005).

Five Reasons to Practice Emotional Design

To create better value for both your clients and their customers, begin considering your users’ emotional responses as part of your design process.

Emotions affect key cognitive functions on both the conscious and unconscious levels. Let’s take a more detailed look at the reasons that emotion has such a profound influence on the success of a design:

In upcoming posts, we’ll be covering these five reasons to design for emotion, adding news and updates, and posting excerpts from the book, so stay tuned.

next: 1. Emotion is Experience >


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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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