Design for Emotion book cover

Design for Emotion

Design for Emotion introduces you to the why, what, when, where and how of designing for emotion. Improve user connection, satisfaction and loyalty by incorporating emotion and personality into your design process. The conscious and unconscious origins of emotions are explained, while real-world examples show how the design you create affects the emotions of your users.


This isn’t just another design theory book - it’s imminently practical. Design for Emotion introduces the A.C.T. Model (Attract/Converse/Transact) a tool for helping designers create designs that intentionally trigger emotional responses. This book offers a way to harness emotions for improving the design of products, interfaces and applications while also enhancing learning and information processing. Design for Emotion will help your designs grab attention and communicate your message more powerfully, to more people.


Professionals in interactive design, info architecture as well as industrial and product design, graphic design, and marketing professionals

Paperback, 256 Pages

Published: June 2012

Imprint: Morgan Kaufmann

ISBN: 978-0-12-386531-1


  • "Like good journalists, the authors produce chapters that seek to answer why, what, when, where, and how one designs for emotion…This results in a nicely produced package of theory and practice… Both novices and experts need to read this book. I highly recommend it…", April 23, 2013
    "Intended for creative professionals, Van Gorp and Adams have teamed up to present a practical guide for creating effective designs that succeed in emotion and personality to appeal to consumer's needs."--Reference and Research Book News, December 2012


  • Chapter 1 - Why Design for Emotion?
    Useful, Usable and Desirable
    Emotion, Personality and Meaning

    Chapter 2 - What is Emotion?
    Understanding Emotion
    The Anatomy and Influence of Emotion

    Chapter 3 - Why Design for Emotion?
    Measuring Success Through Flow
    Attention and Flow
    The Senses and Attention
    Emotion, Attention and Behavior
    Emotion and Flow

    Chapter 4 - Where Do We Design for Emotion?
    Product Personalities
    Aesthetics and Interaction
    Responses, Experiences and Relationships
    Personality Traits and Design
    Gender and Stereotypes
    The Evolution of Emotion and Personality

    Chapter 5 - How Do I Design for Emotion?
    Designing Relationships
    Cutting Through the Jargon
    The A.C.T. Model
    Using the A.C.T. Model
    Understanding the Dimensions of Emotion
    What Personality Do I Design?
    A.C.T. - Guidelines

    Chapter 6 - Interviews on Designing Emotion


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