Tag Archives: emotional design

visceral_design Design

Not Just Pretty: Building Emotion Into Your Websites

This article was originally and in full length published on Smashing Magazine. Please visit the original source for the entire text, including many visual examples.

Emotional design has become a powerful tool in creating exceptional user experiences for websites. However, emotions did not use to play such an important role on the Web. Actually, they did not use to play any role at all; rather, they were drowned by a flood of rational functionality and efficiency.

We were so busy trying to adapt to the World Wide Web as a new medium that we lost sight of its full potential. Instead of using the Internet on our terms, we adapted to its technical and, at first, impersonal nature. If it wasn’t for visionary contemporaries such as Don Norman or Aarron Walter, we might still be focusing on improving processes, neglecting the potential of emotional design.
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10_daniel_featured Theory

5 Reasons Why Metaphors Can Improve Your User Experience

There are many ways to experience the world around us. Especially offline, we can make use of our different senses to collect information, interpret our environment and make judgments. On the Web, however, our senses are more limited. As designers, we need to present information carefully to make sure our users think, feel and do the right thing.

A great way to help your users understand abstract content, create a sense of familiarity, trigger emotions, draw attention, and motivate action are metaphors.

  • The way we think, what we experience, and what we do every day is very much a matter of metaphor.

– Lakoff and Johnson

Let’s look at five reasons why metaphors can have such an influence on your user experience. For the full article, including examples, please visit Six Revisions.

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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.”

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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.

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