Graphic Design 101: All about Emotional Design
There are many kinds of design in this world every graphic design agency should know. From visual design to printing design, all is there. Emotional design is another one of the said graphic design terms. It’s not common, but it does exist. Here, we will talk all about emotional design so that more people will be aware of it.
What is Emotional Design?
To make it simple, emotional design is the emotional response of the consumer when they use the said product or service. Yes, consumers can get emotional when they use a product or a service.
Don’t be under the impression that the emotion can only be something positive. Yes, the emotion can also be something that is neutral or non-positive. What matters is the emotional impact of the product on the person.
Emotional Design and Branding
When graphic design agencies talk about branding, they mostly talk about the functionality of the product or service. However, certain services benefit from the emotion of the consumer.
The perfect example of emotional design is roller coasters. There is no real benefit in taking one. It can be dangerous because the coaster will take up there. And yet people still line up to use it. Why? Because they want to get the thrill (which is a neutral emotion) from using a roller coaster, that’s it.
Types of Response
There are three main responses highlighted in emotional design so far. The three responses are done in steps, each one starting before another. The responses are:
The first response is the first impression of the consumer. Since it is just the first impression, consumers tend to focus on the functionality of the product. For example, if we are presenting a UX design, then the consumer will focus on its ease of use.
After getting their first impression, they will start using the product. This is where the consumer is getting accustomed to the product and see how it’s performing. It is also the condition where emotions can start to bubble from the consumer. The consumer will also judge the product’s visual.
Once the consumer has tried the product, it’s time for the consumer to give their score on the product. This is the stage where the consumer will judge the product based on its performance and emotional attachment to the product.
Can a consumer use a product only based on their emotional response? Yes, they can. Tamagochi is an outdated game that still has many people buying it until now. The reason why it still flourishes is because of the nostalgia factor. But of course, a product should stand out both on its functionality and its emotional aspect.
Emotional design, if done right, can create a meaningful impact on the brand. So the brand will be both functional and emotional for the consumer, giving more reason for them to attach themselves to the said product. If your graphic design agency has never considered emotional design before, it’s time to do it now.