What emotions are you selling?
Posted on 10. Feb, 2011 by Jonathan Cherry in Design
Process efficiency or...joy
How you make people feel determines whether they look forward to shopping at your store, tell their friends great things about your event or choose something else next time they’re presented with a choice.
So it’s fairly important. Trouble is that the way brands deliver that promised emotion is all too often inconsistent and strangely, not very emotional at all.
As designers of brand experiences for events as well as at retail level – we found this article particularly relevant and spot-on when it comes to the non-tangible side of designing powerful interactions.
To design experiences that are consistent across different contexts and environments we need to focus on the qualities of the experience that do not change, rather than the means through which we enable that experience.
Experiences are a combination of the actions we take; what we perceive through our various senses; and our emotional response to both.
We need to articulate our design intent using the language of emotion so that the same resultant experience can be delivered across the various environments within which customers might interact; working within the constraints of action and perception imposed by each environment.
Ask yourself – is the emotional promise of your TV ad being delivered in your stores? We can think of at least ten companies right now where the answer is certainly ‘no’.
Read more here
