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Designing for Emotion
DIAMOND
RATING
RATING
Aarron Walter, A Book apart 2011 Frist Edition, 2020 Second Edition
Senteo’s Review 
This book is a wonderful piece of literature showcasing and explaining the importance of accounting for human emotion during design. Walter offers wise and inspiring guidance for the principles of designing while considering the human behavioral element. He addresses the challenges that digital-age entrepreneurs face in this new ever-changing landscape. Walter is the VP of design publishing at InVision and has over 15 years of experience running product teams and teaching design to help companies enact best practices. He also founded the UX practice at Mailchimp and helped grow its user base from 10,000 to over 10 million.
Designing for Emotion is packed by Walter with engaging case studies which are grounded in human behavioral principles. The topics covered in the book address very real and pertinent subjects such as privacy, representation, and safety. In its entirety, Walter covers a very real and often overlooked aspect of product and experiential design – human emotion. People may view your offering with differing perspective depending on their emotions and how well your offering fits with their current frame of mind. Walter makes a convincing case for the need to focus more on consumer emotions, and develops his ideas using real-world examples and applications of his ideas in different contexts.
Walter admits that different perspectives and diversity come in many forms, and that incorporating everything is fundamentally important. It is easy to appreciate the in-depth and tangible case studies which Walter breaks down in this book, and he also does a wonderful job of keeping the reader engaged with his progression of thoughts. Finally, Walter’s concise writing style is quite a pleasure to read – compared to some other business books.
While Walter does a decent job explaining his line of thinking and providing some evidence and detail, it would have been nice to see a more in-depth analysis of the scientific-based elements of human behavior from which a lot of his applications are derived. Furthermore, while the concepts are very convincing through the use of case studies, a more analytical approach with performance metrics and benchmarks would definitely benefit this book.
Make your users fall in love with your site via the precepts packed into this brief, charming book by MailChimp user experience design lead Aarron Walter. From classic psychology to case studies, highbrow concepts to common sense, Designing for Emotion demonstrates accessible strategies and memorable methods to help you make a human connection through design.
*This amazon link and excerpt are for the first edition released in 2011. Our review is for the second edition released in 2020
This book is for anybody with an entrepreneurial spirit or mindset. It is a great resource to garner a deeper understanding of a somewhat intuitive topic, and an even better one to understand the application of those ideas in the real world through case studies and examples. This is a useful guide that will help build up the knowledge base of any aspiring or current entrepreneur or business leader.
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