by Marco van Hout

How designers can understand and research the emotional impact of design and incorporate emotion in the design process?

Since recently I have been giving workshops for designers on the topic of ‘designing for emotion’, together with Paul Hughes (strategic director at Lava). In this workshop we are trying to introduce designers to designing for emotion by providing them with three steps that can be used to integrate emotion in the design process. In this sense we are not talking about designers putting their own emotion in the design, but rather that of the people who will eventually interact with it. In fact, we are designing for emotion, not with emotion.

First, it is vital to have a clear understanding of what emotional experience of design is and why certain designs have more emotional impact than others. Second, you study the emotional impact of your own creations in order to understand people’s emotional experience in relation to your own design decisions. And, third, you integrate emotion in your design process.

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Marco van Hout
Co-founder and Managing Partner at Monito