Simple Savoir-Faire

Emotional Design

"Highly skilled researchers, designers and creatives can leverage often-unconscious emotions in the development of products and brands. To do so, they must use interviewing methods from psychology and anthropology that delve into the unconscious thought of consumers elicit emotional response.

The role of design research is to help the designer understand the emotions sought by the consumer as well as the visual vocabulary that evokes the appropriate emotional response. It is important the designer understand that the emotional response and resonance of the target customer may be different than their own. Thus, the designer must embrace and design from an emotionally empathetic perspective, understanding and seeking what evokes the intended emotions for the target consumer within that category their culture."

via Studio FYNN