Emotion design Brand & UI

a digital agency passionate about brand UX. We help amazing brands transform business through the application of social media, technology and analytics. Im Tams, Senior Designer at DESIGNER UI PSD

1. Emotion Design? 2. Living & Aware Products 3. Brand and Design Personality 4. Examples

EMOTION DESIGN?

Users Needs Pyramid suggested by Aaron Walter (UX designer of Mailchimp)

In an emotionally charged event, the amygdala releases dopamine into the system, which greatly aids memory and information processing. EVENT + EMOTION = UNFORGETTABLE Medina, J (2008) Why Emotional Memories Are Unforgettable (May 2008) Psychiatric Times 14-17 http://www.brainrules.net/pdf/JohnMedina_PsychTimes_May08.pdf

LIVING & AWARE

the love of life or living systems. ERICH FROMM: /a psychological orientation of being attracted to all that is alive and vital./ Fromm, Erich (1964). The Heart of Man. Harper & Row

BREATHING STATUS LED INDICATOR The status light on the front of Apple laptops and desktops gently pulses to indicate a sleep state.

EXAMPLE: CUTENESS IS A BABYS FIRST LINE OF DEFENSE. AND FOR SOME APPS TOO. The biophilia hypothesis suggests that the positive emotional response that adult mammals have toward baby mammals across species helps increase the survival rates of all mammals. http://en.wikipedia.org/wiki/Biophilia_hypothesis

BRAND PERSONALITY

WHO IS YOUR PRODUCT? Hummer Arnold Schwarzenegger (big) Toyota Tom Hanks (reliable) Volvo George Clooney (safe)

NIKE BRAND PERSONALITY: MOTIVATOR the mobile app itself inherits the personality

DESIGN PERSONA (A SUBJECT OF EMOTION DESIGN)

Personality Image Overview Brand Traits Personality Map Voice Copy Examples Visual Guidelines Engagement Methods: AARRON WALTERS DESIGN PERSONA TEMPLATE (useful for any design, not just for brands with mascots)

Personality Image: Mr T. Cool, rugged, funny. Overview: At Tattoochiefs you can rate others tattoos. Becoming a tribe member (registering) unlocks additional features, like uploading. Brand Traits: Cool, dead on, warrior, funny, tribal, informal, hip Personality Map: Dominant and unfriendly Voice: Tattoochiefs voice is unfriendly, but funny. He speaks to you like a sarge, a mentor. He doesnt speak english very well. Copy Examples: -You come to my land to rate tattoo, NO? -Search! Fool... Engagement Methods: Random greetings in the header. Tattoochief cares for his tribe (checking on users) Feedback on interactions. TYPICAL PERSONA EXAMPLE

Another problem with the interpretation of the brand personalities created by businesses is their obvious bias. No marketer would want a brand to symbolize the negative or even neutral character traits. This is where the analogy with people shows its lack of realism. A DESIGN PERSONA SHOULD NEVER BE PERFECT Zurawicki, Leon (2010). Neuromarketing. Springer

PRODUCT PERSONALITY THROUGH VISUALS + COPY + INTERACTIONS

THE REASON YOU NEED A BEAUTIFUL UI: AESTHETIC USABILITY EFFECT A user will perceive an attractive product as easier to use than an ugly one. It doesnt matter if they are easier to use or not they are perceived as such. users tolerate faults more more likely to develop positive feelings willing to share with friends http://www.sigchi.org/chi95/proceedings/shortppr/mk_bdy.htm

Nest usable, good looking, alive

Beats App uses identity-friendly shapes and colors for its playful animation.

WHAT TO AVOID (QUICK EXAMPLES)

avoid bragging (One software above all) avoid bad stock images (Is this for businessmen with badly cut nails?)

Avoid repulsive personality: carousel images, keyvisuals do count! Is this the right guy to associate a quality wine store with?

Avoid unnatural copy and artificiality

GOOD EXAMPLES

OkCupid.com personality example: Feedback on interaction relevant to its niche.

louisck.com personality example: Just like he would say it anyway.

Mailchimp personality example: Mascots contextual and cheerful messages.

threadless.com personality example: Maybe a little too goofy?

TAKEAWAYS Emotional design should be a part of your UX and Brand strategy and NOT something you put in your product at the end. Be more human. Less artificial and less perfect. 1. 2.

BOOKS TO READ

THANK YOU! THOMASFOGARASY.COM FOGARASY@BRANDLIFT.EU DESIGNER UI PSD