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Emotional Design: Creating Emotional Connections with Users

May 5, 2025 1 min read 0 People Read

According to Don Norman's Emotional Design theory, powerful products affect users on three levels:

Three levels of emotional design:

  • Visceral (Instinctive): First visual impression and aesthetic appeal
    • Bright colors, soft corners, pleasant animations
  • Behavioral (Functional): Ease of use and functionality
    • Fast-loading pages, clear directions, easily completed tasks
  • Reflective (Contemplative): Long-term emotional connection
    • Personalization, storytelling, adding value and meaning

Merely usable products are forgotten; products that form emotional connections are remembered and recommended.

Consider all three levels in your design: It should look beautiful, work well, and provide a meaningful experience.