Emotional design: An overview

The concept of emotional design is an advanced level of UX design that emphasizes creating experiences by focusing on users' emotions rather than purely logical considerations. Emotional design acknowledges that humans often make decisions based on emotions, which are categorized into three main groups: dominance, balance, and stimulant. To effectively incorporate emotional design, designers use tools like the limbic map to understand and visualize the emotions valued by different user personas. By mapping user personas on a limbic map, designers can tailor products to better align with the emotional needs and preferences of their users, enhancing user experience and engagement. This approach involves researching user emotions, addressing conflicting values, and possibly creating multiple marketing funnels for different personas. Ultimately, designing for emotional resonance can lead to exceptional UX outcomes and is a crucial skill for designers to develop.