Designing for Emotion: Chapter 1

This week in my PR Publications class, I was asked to read the first chapter of our text, Designing for Emotion by Aarron Walter. The chapter, called “Emotional Design”, focused on why it is so important for designs to affect people on a level that exceeds their basic needs and expectations.

I found the history at the beginning very interesting. I hadn’t thought about how craftsmen reacted to the industrial revolution and I hadn’t thought about how they are making a comeback on the web.

I really liked the story at the end of the chapter about the clothing store who made a bet with a customer about a basketball game. The customer wanted credit for a discount that went live about a week after he made his purchase. If he won, he would receive the discount, plus a free pair of pants. If he lost, he would receive the discount and have to recommend the store to his friends. Through this experience, the store gained a faithful customer. They made the experience fun for him.

The one thing I didn’t agree with in the chapter is when Walter said that websites who maintain their design over the years risk losing customers with developing needs. I don’t think this is always true. Sometimes keeping things simple and familiar can be a strength. Sure, some changes here and there might help as technology advances, but I can appreciate companies who maintain a look that stays relevant throughout the years.