Emotional design in UX: what is it and when to use it?

Emotional design is a term that is increasingly used in the UI UX design services industry, and refers to a design's ability to evoke emotions in users . But what exactly is emotional design and when should we use it?

In this article, we will explore the concept of emotional design in UX, its benefits, and how it can improve the user experience .

Nowadays, UX Design has become a key aspect for any successful business. Designing attractive and easy-to-use interfaces is essential to capture the attention of users and, therefore, improve conversion rates .

However, there is one dimension of design that is often overlooked: emotional design. Emotional design is the art of designing experiences that connect emotionally with users and make them feel a deep connection with the brand . While functionality and usability are critical to the success of UX design, the emotional connection that the design creates can be just as important.

What is emotional design?

As its name suggests, it focuses on emotions . It is about designing experiences that awaken emotions in users and make them feel an emotional connection with the brand.

Emotional design can help differentiate a brand in a saturated market and create customer loyalty. When users feel an emotional connection to a brand, they are more likely to become brand advocates, which can lead to greater organic reach and higher customer retention.

The three levels of Donald Norman's emotional design

Donald Norman , one of the most important usability and user experience theorists, identified three different levels of emotional design, which he develops in his book Emotional Design: Why We Love (or Hate) Everyday Things . These are the three levels:

  • Visceral : This is the most basic level of emotional design and refers to the immediate impression that a design makes on users . This level is responsible for the first impression a user has of a design, before they have even had a chance to interact with it. The visceral level focuses on the more superficial aspects of design, such as appearance and aesthetics.

  • Behavioral : This level refers to the experience that the person has when interacting with the design. At this level, the design must be easy to use and allow the user to perform the tasks he needs without difficulty. Good design at the behavioral level makes the user feel competent and effective.

  • Reflective : The reflective level refers to the deepest emotional connection a user can feel with a design. At this level, the user asks themselves how they feel about the brand and if they identify with its values.

    **What is emotional design in UX?

    **Emotional design focuses on creating experiences that go beyond functionality and usability, allowing users to establish an emotional connection with the product or service they are using.

In UX, it translates into the creation of interfaces that evoke positive feelings, making users feel attracted and committed to the brand.

To achieve this, it is important that the design takes into account the brand values, the personality of the product and the emotions that you want to convey. Using specific colors , fonts , and visual elements can help create a feeling of familiarity, warmth, or sophistication, depending on the design intent.

Another important element is the use of narrative , which allows telling a story through design and creating an emotional connection with users. The story must be in line with the brand's values ​​and personality, and be told clearly and consistently throughout the user experience.

In addition, emotional design in UX also focuses on creating solutions that adapt to the needs and expectations of users, allowing the experience to be personalized and relevant for each of them. This can be achieved through the implementation of technologies such as artificial intelligence and machine learning, which allow us to better understand users and offer solutions more adapted to their needs.

Emotional design is a technique that allows you to generate an emotional connection with users , making them feel committed and attracted to the brand. In UX, this translates into creating interfaces that evoke positive feelings and are in line with the brand's values ​​and personality.

The implementation of emotional design in UI UX design services not only generates a more pleasant and attractive experience for users, but can also have a positive impact on brand loyalty and loyalty , since emotions are an important factor in decision making. of consumer decisions.