{"id":16941,"date":"2013-04-16T23:01:13","date_gmt":"2013-04-16T15:01:13","guid":{"rendered":"https:\/\/www.hongkiat.com\/blog\/?p=16941"},"modified":"2021-01-05T21:32:55","modified_gmt":"2021-01-05T13:32:55","slug":"emotional-design","status":"publish","type":"post","link":"https:\/\/www.hongkiat.com\/blog\/emotional-design\/","title":{"rendered":"The Basics of Emotional Design"},"content":{"rendered":"<p>Have you ever thought what makes things \u2018good\u2019 or \u2018bad\u2019? Why do people like one thing and hate others? <strong>Aarron Walter<\/strong> has found the answer to this question and you can find it in his book \u201c<em><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/abookapart.com\/products\/designing-for-emotion\">Designing for Emotions<\/a><\/em>\u201c.<\/p>\n<p>I have read this book and would like to share a few secrets with you on how to use knowledge about emotions in website creation and in the promotion of your products and services. To understand the issue better you can watch Don Norman\u2019s video \"<a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.ted.com\/talks\/don_norman_on_design_and_emotion.html\">3 Ways Good Designs Make You Happy\"<\/a> , one more experienced specialist in this field.<\/p>\n<p>We face a huge number of generic and repetitive website designs but monotony is definitely not the best tool to attract customers.<\/p>\n<p>Often all the attempts of website creators to stand out from the crowd break down. Instead of attracting customers, developers and designers push them away. So does it take to create a website that will attract clients like a magnet?<\/p>\n<div class=\"ref-block ref-block--post\" id=\"ref-post-1\">\n\t\t\t\t\t<a href=\"https:\/\/www.hongkiat.com\/blog\/ideas-to-nicer-websites\/\" class=\"ref-block__link\" title=\"Read More: 30 Tips for a Nicer Looking Website\" rel=\"bookmark\"><span class=\"screen-reader-text\">30 Tips for a Nicer Looking Website<\/span><\/a>\n<div class=\"ref-block__thumbnail img-thumb img-thumb--jumbo\" data-img='{ \"src\" : \"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/ideas-to-nicer-websites.jpg\" }'>\n\t\t\t\t\t\t\t<noscript>\n<style>.no-js #ref-block-post-16805 .ref-block__thumbnail { background-image: url(\"https:\/\/assets.hongkiat.com\/uploads\/thumbs\/250x160\/ideas-to-nicer-websites.jpg\"); }<\/style>\n<\/noscript>\n\t\t\t\t\t\t<\/div>\n<div class=\"ref-block__summary\">\n<h4 class=\"ref-title\">30 Tips for a Nicer Looking Website<\/h4>\n<p class=\"ref-description\">\n\t\t\t\t\t\tWhen launching new projects, it's common to overlook updating older blogs and websites. This article offers 30 practical...\t\t\t\t\t\t<span>Read more<\/span><\/p>\n<\/div>\n<\/div>\n<h2>Key Elements of Emotional Design<\/h2>\n<p>There are tons of books and guides all over the Web on how to create a right website design: add beautiful images, combine <strong>typography and colors<\/strong>, write interesting texts, and follow the latest web trends. But none of them will tell you how to create a website that may impress visitors so deeply that they will keep coming back.<\/p>\n<p>The answer is quite simple (like all genius things are), you should evoke positive emotions, emotions like:<\/p>\n<ul>\n<li>pleasure<\/li>\n<li>joy<\/li>\n<li>surprise (do something unexpected and pleasant)<\/li>\n<li>attention (a suggestion for help, even if you\u2019re not obliged to)<\/li>\n<li>expectation (tell something interesting before the launch)<\/li>\n<li>exclusivity (suggest something exclusive to people from your niche, for example, housewives)<\/li>\n<li>anticipation combined with a strong personality<\/li>\n<\/ul>\n<p>All these factors are the basis of emotional design. However, appropriate tactics should be chosen for each specific brand and target audience. Let\u2019s take a look at a few good examples of websites that put knowledge about <strong>emotional design<\/strong> into practice.<\/p>\n<h2>Human Nature<\/h2>\n<p>Parents love their children, even when they cry all the time and challenge your sense of smell with their poo, but why do parents endure this? Our brain perceives the proportion of child\u2019s face (big eyes and a tiny nose) as something special, innocent and fragile.<\/p>\n<p>The baby\u2019s look evokes a sense of trust and love. Looking at a defenseless child\u2019s face, you forget about how demanding they are and submit wholeheartedly. The same logic is applied to the use of cartoons. Here are some examples:<\/p>\n<h3><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/login.mailchimp.com\/\">MailChimp<\/a><\/h3>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/1-emotional-design-how-to-make-things-work-better.jpg\" alt=\"human nature\" width=\"600\" height=\"386\"><\/figure>\n<h3><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.netbluez.com\/\">Netbluez<\/a><\/h3>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/2-emotional-design-how-to-make-things-work-better.jpg\" alt=\"netbluez\" width=\"600\" height=\"399\"><\/figure>\n<h3>OurBabyBox<\/h3>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/3-emotional-design-how-to-make-things-work-better.jpg\" alt=\"OurBabyBox\" width=\"600\" height=\"403\"><\/figure>\n<p>I\u2019m pretty sure that you know plenty of websites that use this principle to create an emotional connection with their audience.<\/p>\n<h2>Smile :)<\/h2>\n<p>Design of the Volkswagen Beetle car is recognized as the most successful in the history of vehicle construction. Its headlights look like eyes the rounded hood makes it look like it is smiling at you.  This is human-like in design, which has helped many Beetle owners feel a personal connection to it.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/4-emotional-design-how-to-make-things-work-better.jpg\" alt=\"smile\" width=\"600\" height=\"421\"><\/figure>\n<p>If a person that you like smiles at you, you smile back. And it works on the websites too. Take a look at the launched page of these websites:<\/p>\n<h3><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/yourkarma.com\/\">Your Karma<\/a><\/h3>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/5-emotional-design-how-to-make-things-work-better.jpg\" alt=\"your karma\" width=\"600\" height=\"402\"><\/figure>\n<h3>GOEasy Cloud<\/h3>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/6-emotional-design-how-to-make-things-work-better.jpg\" alt=\"goeasy cloud\" width=\"600\" height=\"374\"><\/figure>\n<p>You want to smile too, don\u2019t you? You think that this particular product or service makes these people feel happy and in response, you want to buy it too. It\u2019s a smart marketing step.<\/p>\n<h2>Humor<\/h2>\n<p>As I have mentioned before, to hook a visitor you should do something unexpected and evoke only positive feelings. It\u2019s like when you fail to enter the right website address on <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/freakify.com\/\">Freakify\u2019s<\/a> <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/freakify.com\/4044pageeeee\">404 page<\/a>.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/7-emotional-design-how-to-make-things-work-better.jpg\" alt=\"humor\" width=\"600\" height=\"411\"><\/figure>\n<p>If you push \u201cI will shoot you? YES! Shoot me\u201d you may be pretty surprised with the <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/freakify.com\/404-part-2-page\/\">results<\/a>.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/8-emotional-design-how-to-make-things-work-better.jpg\" alt=\"reakify results\" width=\"600\" height=\"439\"><\/figure>\n<p>Another funny <a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"http:\/\/www.apartmenthomeliving.com\/404.html\">404<\/a> page is that of <strong>Apartment Home Living<\/strong> website.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/9-emotional-design-how-to-make-things-work-better.jpg\" alt=\"apartment living 404 results\" width=\"600\" height=\"350\"><\/figure>\n<p>If you move your cursor over the toilet, you will get:<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/10-emotional-design-how-to-make-things-work-better.jpg\" alt=\"apartment living 404 results\" width=\"600\" height=\"349\"><\/figure>\n<p>The website that makes you laugh will be remembered. It can even become viral, because you might want to share the joke with friends.<\/p>\n<h2>Attention!!<\/h2>\n<p>If you do something to show that you care about your every visitors, he or she will appreciate and remember it. For example, take a look at this website, <strong>Xixi<\/strong>.<\/p>\n<p>The mascot on Xixi asks \u201cDo you want me to be your English translator?\u201d. Click yes then enter your name in a  field, and when you hover your cursor over a word, the mascot translates it for you. How\u2019s that for personalized attention?<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/11-emotional-design-how-to-make-things-work-better.jpg\" alt=\"xixi\" width=\"600\" height=\"379\"><\/figure>\n<h2>Details<\/h2>\n<p>You should pay attention to detail like how <strong>Photojojo<\/strong> (This site has retired.) does. There is a shopping cart on every page of Photojojo website. It\u2019s gray and unhappy.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/12-emotional-design-how-to-make-things-work-better.jpg\" alt=\"photojojo\" width=\"600\" height=\"207\"><\/figure>\n<p>But if you add an item to the cart, it becomes happy and green. It\u2019s an amazing example of emotional design.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/13-emotional-design-how-to-make-things-work-better.jpg\" alt=\"photojojo\" width=\"600\" height=\"207\"><\/figure>\n<p>Moreover, there is one more cool detail on the page. There is a lever with the instruction: <em>Do not pull<\/em> near the photo of the product. Of course, curious visitors will pull it anyway. Give it a go and see what it has in store for you.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/14-emotional-design-how-to-make-things-work-better.jpg\" alt=\"photojojo\" width=\"600\" height=\"396\"><\/figure>\n<p>Another shop that uses  elements of emotional design is Threadless. Here is one more example of a \u201chappy shopping cart\u201d on T-shirt online shop.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/16-emotional-design-how-to-make-things-work-better.jpg\" alt=\"photojojo\" width=\"600\" height=\"324\"><\/figure>\n<p>If you remove the items from a cart, it becomes \"sad and lonely\". Aww\u2026.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/17-emotional-design-how-to-make-things-work-better.jpg\" alt=\"threadless\" width=\"600\" height=\"282\"><\/figure>\n<h2>Oops, Trouble<\/h2>\n<p>You can turn trouble with your service into  advantages like how Tumblr does it. A big blogging platform like that has no time for breaks, but occasionally things don\u2019t go as planned. These two down pages show how they tackle the situation effectively.<\/p>\n<p><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.tumblr.com\/\"><strong>Tumblr \u2013 We\u2019ll be back shortly<\/strong><\/a><\/p>\n<p>A funny and unusual \u201cTumblr is down\u201d page will appease and soothe your anger.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/18-emotional-design-how-to-make-things-work-better.jpg\" alt=\"tumblr\" width=\"600\" height=\"477\"><\/figure>\n<p><a rel=\"nofollow noopener noreferrer\" target=\"_blank\" href=\"https:\/\/www.tumblr.com\/\"><strong>Tumblr \u2013 We\u2019re very sorry<\/strong><\/a><\/p>\n<p>Here\u2019s one that reminds you that there are more serious problems in your life than your Tumblr page not working.<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/19-emotional-design-how-to-make-things-work-better.jpg\" alt=\"tumblr\" width=\"600\" height=\"339\"><\/figure>\n<h2>Wrap Up<\/h2>\n<p>I have collected this stuff to show you how different brands express their personality by putting emotions into design. How would you approach design using emotions? <strong>Feel free to share your thoughts and ideas in the comment section below.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Have you ever thought what makes things \u2018good\u2019 or \u2018bad\u2019? Why do people like one thing and hate others? Aarron Walter has found the answer to this question and you can find it in his book \u201cDesigning for Emotions\u201c. I have read this book and would like to share a few secrets with you on&hellip;<\/p>\n","protected":false},"author":124,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[352],"tags":[510],"topic":[4520],"class_list":["entry-content","is-maxi"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Basics of Emotional Design - Hongkiat<\/title>\n<meta name=\"description\" content=\"Have you ever thought what makes things &#039;good&#039; or &#039;bad&#039;? Why do people like one thing and hate others? Aarron Walter has found the answer to this question\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.hongkiat.com\/blog\/emotional-design\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Basics of Emotional Design\" \/>\n<meta property=\"og:description\" content=\"Have you ever thought what makes things &#039;good&#039; or &#039;bad&#039;? Why do people like one thing and hate others? Aarron Walter has found the answer to this question\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.hongkiat.com\/blog\/emotional-design\/\" \/>\n<meta property=\"og:site_name\" content=\"Hongkiat\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/hongkiatcom\" \/>\n<meta property=\"article:published_time\" content=\"2013-04-16T15:01:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-01-05T13:32:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/assets.hongkiat.com\/uploads\/emotional-design\/1-emotional-design-how-to-make-things-work-better.jpg\" \/>\n<meta name=\"author\" content=\"Nancy Young\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@hongkiat\" \/>\n<meta name=\"twitter:site\" content=\"@hongkiat\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nancy Young\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotional-design\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotional-design\\\/\"},\"author\":{\"name\":\"Nancy Young\",\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/#\\\/schema\\\/person\\\/943d20daf5b8c7638175cba309ef6e32\"},\"headline\":\"The Basics of Emotional Design\",\"datePublished\":\"2013-04-16T15:01:13+00:00\",\"dateModified\":\"2021-01-05T13:32:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotional-design\\\/\"},\"wordCount\":1033,\"commentCount\":22,\"publisher\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotional-design\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/assets.hongkiat.com\\\/uploads\\\/emotional-design\\\/1-emotional-design-how-to-make-things-work-better.jpg\",\"keywords\":[\"Web Designers\"],\"articleSection\":[\"Web Design\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotional-design\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotional-design\\\/\",\"url\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotional-design\\\/\",\"name\":\"The Basics of Emotional Design - Hongkiat\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotional-design\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.hongkiat.com\\\/blog\\\/emotional-design\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/assets.hongkiat.com\\\/uploads\\\/emotional-design\\\/1-emotional-design-how-to-make-things-work-better.jpg\",\"datePublished\":\"2013-04-16T15:01:13+00:00\",\"dateModified\":\"2021-01-05T13:32:55+00:00\",\"description\":\"Have you ever thought what makes things 'good' or 'bad'? 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