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.

Key Features

    Foreword by BJ Fogg,

    Founder & Director, Stanford Persuasive Technology Lab 


    Creative professionals who design consumer products, entertainment, software, websites, marketing, and communications are beginning to appreciate the importance of evoking emotions and personality to capture viewers’ attention and create satisfying experiences. Design for Emotion addresses the basic questions around designing emotional experiences; why, what, whenwhere and how do we design for emotion? With extensive real-world examples to help illustrate how emotion and personality are communicated through design, Design for Emotion isn't just another book on design theory - it's an imminently practical guide to applying and eliciting emotion in design.


    Design for Emotion:

    • Explains the relationship between emotions and product personalities
    • Details the most important dimensions of a product's personality
    • Examines models for understanding users' relationships with products
    • Explores how to intentionally design product personalities 
    • Provides extensive examples from the worlds of product, web and application design
    • Includes a simple and effective model for creating more emotional designs


    The book also features interviews with Stephen P. Anderson, Aarron Walter, Marco van Hout, Patrick W. Jordan and Trish Miner, and case studies from Moni Wolf, Matt Pattison, Shayal Chhibber, Chris Fryer and Damian Smith. Harness the power of emotional design to enhance products, websites and applications while improving user experience and increasing customer satisfaction. Design for Emotion will help you communicate your client's message an


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

    Table of Contents





    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. When Do We 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 We 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 and Case Studies


    Case Studies





    No. of pages:
    © 2012
    Morgan Kaufmann
    Print ISBN:
    Electronic ISBN:


    "I would recommend Design for Emotion to technical communicators who have an active role in product design and want to learn more about the emotional psychology of consumers. The authors’ A.C.T. model could prove useful to anyone who shares responsibility for the information architecture and visual design of a Web site, software, or promotional materials."--Technical Communication, February 2014
    "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