Designing for Emotion, Chapter 7

This was a very interesting chapter titled “Risk and Reward.” Walter stated “though our instincts might tell us that it’s risky being different, the greater risk is being the same as your competitors” and I completely agree. Walters adds that not being risky would make it more difficult for customers to see why your brand is the better choice. I think this a great mentality to have as I start internships and try to take risks in my own designs.

Waters also says, “when you’re the person in charge, change almost always smells of risk.” I think this statement is true in some ways, but it also gives off a very competitive vibe and one that seems to drag down the idea of having responsibility in a company. Also, while PR is starting to take seats at more important tables companies, it is still communication that almost always has to be signed off in some way, so I think the risk would be dispersed more through all the people involved in a PR campaign.