Mareike Roth

How does design make the indestructible character of a drill tangible? Why does a brand become a trusted friend? And what emotions should intelligent gardening tools actually radiate?

The accurate communication and design of emotional worlds remain one of the greatest challenges for companies and professional design. Designing Emotion offers practical support here. Based on current research from neuroscience and psychology, the book presents tools for systematically analysing emotions and controlling them through precise use of form, colour and material.

In addition to case studies and interviews, this edition offers insights into the design practice of successful companies.

• Provides professional design instruments for influencing emotions
• Includes a folding poster for the use of “emotion grid”
• With illustrative product analyses

Marken, Produkte und der komplette Unternehmensauftritt kommunizieren ein ganzes Spektrum an Emotionen. Deren gezielte Kommunikation und Gestaltung stellt eine besondere Herausforderung für Unternehmen und Designer dar.
Emotion gestalten gibt in dem breiten und für die meisten noch unsicheren Feld praktische Hilfestellung. Das Buch stützt sich auf die neuesten Forschungsergebnisse, insbesondere aus den Neurowissenschaften und der Psychologie, und setzt die grundlegenden Komponenten der Gestaltung – Form, Farbe, Material – mit Hilfe der Tools „Emotion Grid“ und „Design Elements“ in einen praxisnahen Bezug.
Dieses Praxis-Handbuch macht Emotionen für die Gestaltung systematisch analysierbar und damit steuerbar. Es wird so zu einem wichtigen Instrument im Designprozess.

Strategies for the design process considering emotions.

How does design make the indestructible character of a drill tangible? Why does a brand become a trusted friend? And what emotions should intelligent gardening tools actually radiate?

The accurate communication and design of emotional worlds remain one of the greatest challenges for companies and professional design. Designing Emotion offers practical support here. Based on current research from neuroscience and psychology, the book presents tools for systematically analysing emotions and controlling them through precise use of form, colour and material.

In addition to case studies and interviews, this expanded edition offers insights into the design practice of successful companies.

• Basic knowledge of emotions and psychological models for the design process.
• Still unrivaled publication on strategic design and emotion
• Expanded third edition with exclusive interviews, practical examples and analyses
• Available in German and English (Designing Emotion, ISBN 9783035623857)