Chapter 5

How Do We Design for Emotion?

In Chapter 4, we explored the ways that design elements can express and affect emotions, and examined how they communicate personality over time. We looked at several models of emotional design and examined the different ways that people experience love to get a better understanding of how to design for relationships.

Next, we explored the different personality traits that people look for in good products. Then, we identified the two most important distinctions that people make when judging the personality of a product (dominant vs. submissive and friendly vs. unfriendly). Finally, we learned that customers are often attracted to things that have an aesthetic personality similar to their own, but they prefer ...

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