Design today is no longer just about aesthetics or usability, it’s about experiences and emotions. People aren’t simply looking for functionality in products and digital interfaces, they’re seeking points of connection. Emotional design focuses on influencing users’ emotions to enhance experience, engagement, and ultimately loyalty.

Don Norman, one of the pioneers of emotional design, identifies three levels of user experience:

• Visceral – how things look, feel, sound, or even smell, the sensory characteristics that trigger immediate reactions.
• Behavioral – usability and performance shape the user’s perception of a product
• Reflective – the meaning and value the product holds for the user

Together, these levels create the emotional response a product or service evokes in a user. [Norman, 2004]

Why is it important?

A product may be technically perfect, but if it doesn’t evoke any emotional response, it’s likely to be forgotten. At Smart Design, we create products that not only function seamlessly, but also deliver meaningful experiences. Take a look at how we used emotional design tools in one of our app development projects: https://designsmart.ly/sd72/

Research shows that emotional reactions often lead to faster decision-making and stronger brand loyalty. [Desmet & Hekkert, 2007]

The Emotional Design Toolkit

Emotional design uses various tools and techniques to evoke feelings and connections:

• Colors – Warm colors can create a sense of safety and comfort, while cool colors often convey professionalism.
• Microinteractions – Small animations and feedback loops make the user experience feel more human and intuitive.
• Storytelling – Stories create emotional touchpoints and give a product identity and personality.
• Tone of voice – Personalized, empathetic communication that feels authentic and relatable.

What should we be mindful of?

It’s essential that emotional triggers feel authentic and context-appropriate. Forced or overly dramatic experiences can feel disingenuous especially in professional settings. Emotional design works best when it supports the product’s function and builds a genuine connection with the user.

Conclusion

Emotional design is not just a trend, it’s a core requirement of the digital era. As artificial intelligence and automation increasingly take over functional roles, integrating human connection and emotional resonance into design becomes more important than ever.

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou