Donald A. Norman

Emotional Design Emotional Design- 3 TeapotsThe Design of Everyday things


Norman wrote the most influencing books on the topic of emotional design. He argues the user enjoyment of a product is the key for a product’s success.


The design and Emotion Society

Design and Emotion

The Design & Emotion society is established in 1999. It is an open international network of researchers, designers and companies interested in emotional driven design. They organise conferences and workshops for professionals to meet and discuss on the issue of emotional design. The book Design and Emotion: The Experience of Everyday Things presents a colourful collection of ideas and views of the field.

2014 Design and Emotion Conference


Rolf Jensen

Dream Society

“ Functionality is more and more taken for granted in products, and users are looking for fulfilment at an altogether different level of appreciation.”

Jenson predicts the dream society (where people lives to the driver of dream, adventure, spirituality and feeling) is coming soon, as information society is fully developed.


The Field

Here are some of the designers that inspires me.



Eyal Hirsh – Tail Stool

Tail Stool

Eyal Hirsh - Tail Stool

This design reveals the possible relationship people can have with furniture and objects around the house. The stool is creature-like, and has a strong personality in it. It attracts people to play with it.




Hara Design Institute- HAPTIC 2004


In 2004, Hara Design Studio has an exhibition a haptic study. Artists, designers and creative people all came together and created some very sensorial pieces. They were asked to start by designing the sensory experience instead of the appearance of the objects.

Geta - Shuhei Hasado

KAMI TAMA2 - Kosuke Tsumura

Juice Skin - Naoto Fukasawa

Gel Remote Control - Panasonic Design Company





Héctor Serrano: Super Patata


This touchable light changes people’s expectation and perception to light – it is tangible.

Raw Edges: Booken/ Pivot

Both designs has added a twist to our everyday life by presenting an usual function of a furniture in an unusual way. Booken 2


Booken is a bookshelf that completes itself when user hang their books on its slats. The books are then transformed to a surface, where you can write, read and store things on.

Pivot Desk: Vanity


Pivot and Pivot Desk are drawers that doesn’t really look like drawers.



Tokujin Yoshioka: Venus Crystal Chair

VENUS Natural Crystal Chair

Tokujin Yoshioka uses extraordinary materials to tell stories. He grew a crystal chair to arouse discussion and thoughts on ecology issues.

Why Emotional Design

I want to design products that bring people a smile- not for a second or a season, but for years.

By observing others around me and myself over the years, I have discovered many “fully functional” designs that satisfy people’s need are not necessarily able to gain user’s love and appreciation. They may be tools that do the job, but they may not be loved nor cherished. Once a nicer, more attractive substitute appears in the market, such design may be replaced quickly and no longer be used. This has greatly shortened a product’s life, and waste is created.

I feel sorry for those products. But without having an emotional relationship between the user and the product, this waste is hard to avoid.

Therefore, to design better objects/ products that last, the study of emotional relationship between object and user is necessary. I believe if user loves a product from their heart, and truly enjoy using it and interacting with it, not only the user will be happy, and have a better, more enjoyable live, the product will also be cherished and take care of. Hence, it will be able to function through its expected life span (or even longer!), and unnecessary waste can be reduced.

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