Tag Archives: emotion

ford_featured Design

Usability Has Become A Commodity

  • Heretical or not, it is time to have more pleasure and enjoyment in life. Although the cognitive analyses of usability and function are important, so too is the affective analysis. Let the future of everyday things be ones that do their job, that are easy to use, and that provide enjoyment and pleasure.

– Don Norman

I couldn’t say it any better than Don Norman. There is no questions that the usability of a user interface (UI) will continue to be essential for the success of a product. Only due to technological progress and common usability standards, people will be more likely to notice its absence rather than its presence. Usability has become a commodity and is no longer a distinctive feature. Something less tangible has taken its place: The user experience.

Read the rest of this entry »

anything_beauty_loreal Demo UX Cases

Case Study: The Emotional Pull of Beauty Brands

We recently wrote about how beauty brands seduce you with emotional design. It was great fun to look at different beauty brands, identify emotional concepts on their websites and make assumptions on how they draw us in. To back up our findings, we invited people to participate in a test case. Now the results are in and it’s even more fun to see how they underpin our hypothesis. Feedback from about 100 participants shows that beauty brands really do appeal to our emotions – but not only to seduce us, also to build their brand and make us trust them.

For clarity, let’s quickly recall the brands that were included in the test: Nivea, Olay, Dove, L’Oréal Paris, Clinique, Garnier and Axe. We gave people the following three tasks for each website:

  • “Click on the elements that you think ‘build’ the brand.”;
  • “Click on the elements that make you trust this brand.” and
  • “Mark the elements that appeal to you and let us know how you feel about them.”

Read the rest of this entry »

Thinking About Design, Fast and Slow Theory

Thinking About Design, Fast and Slow

The premise of Daniel Kahneman’s book Thinking, Fast and Slow is that we employ two very different ways of thinking. The book is very dense, and a highly recommended read. Kahneman says that the main goal of his book is to arm people with a better vocabulary about thinking, which in turn allows them to understand our biases, decisions and behavior better. While that is great for everyone, I think it’s especially valuable for designers. It lets you see that most of the time, there is no ‘one’ user, but one with multiple modes of thinking. Most good designers have observed their users interacting with their products multiple times. Insights from this book let you put more weight on these observations.
Read the rest of this entry »

appeals Demo UX Cases

How Beauty Brands Seduce You With Emotional Design

In order for you brand or product to be successful, you need to appeal to your target group. There are countless appeals you can use: fun, friendship, relaxation, luxury, beauty, or sex, to name only a few. As long as it’s reasonably linked to your brand, anything can be used to draw attention to your website. With clever use of appeals, you can draw your customers in and take charge of their will. I admit this sounds a little scary, but really it is rather helpful for everyone designing for the Web.

Read the rest of this entry »

cover Emotional Design Theory

Web Designers Should Just Become Designers: an Interview With Don Norman

Donald Norman is one of the world’s most influential designers and writers about design. We are big fans, and really proud that Anneke could talk to him about his books, the future of designing for the web, emotional design, the balance between design as an art-form and as a form of marketing, and much more.

'Emotional Design' by Donald Norman - a must read

'Emotional Design' by Donald Norman - a must read.

Read the rest of this entry »