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What are some examples of emotional design principles applied to digital products or services?

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Emotional design is the practice of creating products or services that evoke positive emotions and enhance user engagement. It is based on the idea that emotions influence how people perceive, use, and remember products or services, and that designing for emotion can improve user satisfaction, loyalty, and advocacy. In this article, we will explore some examples of emotional design principles applied to digital products or services, and how you can use them to create more engaging and memorable experiences for your users.

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Nitesh Sharma

REALTOR?| CCS?| MBA | Make Your Realty Dreams A Reality
Jamie Michaels

Director, Brand Strategy & Creative at X I Digital Marketing & Revenue Executive | Advisor, Speaker, Mentor, Volunteer

1 Affective design

Affective design is the aspect of emotional design that focuses on how products or services affect the mood, feelings, and emotions of users. It involves using elements such as colors, shapes, sounds, images, and animations to create a desired emotional response. For example, Spotify uses affective design to create playlists that match the user's mood, activity, or preference, and to display colorful and dynamic artwork that reflects the music genre and style. Affective design can help users feel more connected, inspired, and entertained by the product or service.

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Nitesh Sharma

REALTOR?| CCS?| MBA | Make Your Realty Dreams A Reality
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Rightly put, emotion is definitely a key survival tool in humans. Function and usability with the right design is essential for any successful product. Making it pleasurable, however, is something different that too which makes an otherwise dull business task a little more engaging as it solves a specific business problem. For Example, MailChimp a company providing software for the job of emailing lists, have a little mascot chimp that occasionally pops up with a joke or an explanation of one of their services. This gives an affective personality to their digital product & services.

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2 Anticipatory design

Anticipatory design is the aspect of emotional design that focuses on how products or services anticipate the needs, preferences, and behaviors of users, and provide solutions or suggestions accordingly. It involves using data, algorithms, and machine learning to create personalized and seamless experiences that reduce user effort, frustration, and uncertainty. For example, Netflix uses anticipatory design to recommend shows and movies that the user might like, based on their viewing history, ratings, and preferences. Anticipatory design can help users feel more valued, understood, and satisfied by the product or service.

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3 Empathic design

Empathic design is the aspect of emotional design that focuses on how products or services empathize with the problems, goals, and emotions of users, and provide support or guidance accordingly. It involves using research, feedback, and storytelling to understand the user's context, needs, and feelings, and to create solutions or messages that resonate with them. For example, Headspace uses empathic design to provide meditation and mindfulness exercises that address the user's stress, anxiety, or mood, and to communicate with them in a friendly and compassionate tone. Empathic design can help users feel more cared for, motivated, and confident by the product or service.

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4 Gamified design

Gamified design is the aspect of emotional design that focuses on how products or services incorporate game-like elements and mechanics to enhance user engagement, enjoyment, and loyalty. It involves using features such as points, badges, levels, rewards, challenges, and feedback to create a sense of fun, progress, and achievement. For example, Duolingo uses gamified design to make learning languages more engaging and rewarding, by offering users various incentives, such as streaks, coins, leaderboards, and quizzes. Gamified design can help users feel more entertained, challenged, and accomplished by the product or service.

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5 Social design

Social design is the aspect of emotional design that focuses on how products or services facilitate social interaction and connection among users or between users and the brand. It involves using features such as chat, comments, reviews, ratings, sharing, and communities to create a sense of belonging, trust, and influence. For example, Airbnb uses social design to connect travelers and hosts, by enabling them to communicate, review, and rate each other, and to share their stories and experiences. Social design can help users feel more connected, trusted, and influenced by the product or service.

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Jamie Michaels

Director, Brand Strategy & Creative at X I Digital Marketing & Revenue Executive | Advisor, Speaker, Mentor, Volunteer
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Conversation is essential to social design and a fundamental tenant of social media — it’s not social unless we’re talking or engaging. Brands should start conversations around relevant topics or events, providing prompts using media such as text, video, and audio. More importantly, be aware of existing conversations about your brand / space and thoughtfully enter by adding value vs disrupting in an inauthentic way. Brands like Oreo, Wendy’s, Delta, and Shopify do this well across social channels.

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What are some examples of emotional design principles applied to digital products or services?

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1 Affective design

2 Anticipatory design

3 Empathic design

4 Gamified design

5 Social design

Creative Strategy

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What are some examples of emotional design principles applied to digital products or services?

1

2

3

4

5

1 Affective design

2 Anticipatory design

3 Empathic design

4 Gamified design

5 Social design

Creative Strategy

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