CHAPTER 7The Emotion of Form and Touchpoints to Create It

Sexy sports cars, fierce pickup trucks, bold tools, sleek phones: the visual form of a product exudes emotion. These emotions can be intense and exciting (as with a Ferrari), or they can be the subdued emotions of the comfortable and familiar (as with a Honda). There are no emotionless product forms, for even the idea of emotionless evokes repulsive feelings of deadness, fatigue, and dreariness.

A product’s visual form is a highly influential source of value to customers, steadily supplying product emotions that are experienced every time a customer looks at, touches, or uses a product. Each and every interaction of the customer with the product is a touchpoint, a means to stimulate emotion ...

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