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Designing for Emotion Paperback – January 1, 2011

by Aaron Walter (Author)
4.3 4.3 out of 5 stars 28 ratings
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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.
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  1. Book 5 of 48
    A Book Apart
  2. Print length
    104 pages
  3. Language
    English
  4. Publisher
    A Book Apart
  5. Publication date
    January 1, 2011
  6. ISBN-10
    1937557006
  7. ISBN-13
    978-1937557003
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Product details

  • Publisher ‏ : ‎ A Book Apart (January 1, 2011)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 104 pages
  • ISBN-10 ‏ : ‎ 1937557006
  • ISBN-13 ‏ : ‎ 978-1937557003
  • Item Weight ‏ : ‎ 4 ounces
  • Customer Reviews:
    4.3 4.3 out of 5 stars 28 ratings

About the author

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Aarron Walter

Aarron Walter

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Aarron Walter (http://aarronwalter.com) is the Author of Building Findable Websites: Web Standards, SEOs and Beyond (http://buildingfindablewebsites.com), and co-author of InterACT With Web Standards: A holistic approach to web design (http://interactwithwebstandards.com). Aarron is the user experience design lead at MailChimp (http://mailchimp.com).

Aarron speaks at conferences on user experience design, findability, web standards, and the web design industry.

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4.3 out of 5 stars
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Top reviews from the United States

  • Joel Davis
    5.0 out of 5 stars Great book but check around for prices
    Reviewed in the United States on February 28, 2013
    Verified Purchase
    First, this is a fantastic book and packed with great information. It's a small book, but that is because it's focused and well edited. Some of the examples are a little stale and may seem obvious now (dropbox viral model, mint's design) but that's only because these examples well chosen enough that they've become widely known.

    My only complaint is not with the book but with the pricing re-sellers on amazon. This book is available directly from the publisher for almost half of what I found it for on amazon, and even less as an ebook. I mistakenly thought it was out of print so I ordered it here. If you're buying it from an amazon reseller, just check the original publisher and make sure you're getting the best price.
    30 people found this helpful
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  • Brian Kung
    5.0 out of 5 stars Best design book I've come across
    Reviewed in the United States on September 5, 2014
    Verified Purchase
    This was by far my favorite design book among peers like The Design of Everyday Things and Design for Hackers. In terms of bang for the buck, it definitely made me think more and understand more about design than its contemporaries. I am probably going to get the rest of the List Apart books after this.
    One person found this helpful
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  • Vivian
    2.0 out of 5 stars Poor condition
    Reviewed in the United States on May 4, 2022
    Verified Purchase
    The book was described to be in good condition, but half the cover was tearing off the spine when I received the package.
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  • M. A.
    5.0 out of 5 stars Textbook for UI class.
    Reviewed in the United States on February 23, 2020
    Verified Purchase
    Interesting book.
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  • ZombieMovieGuide
    5.0 out of 5 stars For that UX SPECIAL SAUCE
    Reviewed in the United States on May 9, 2014
    Verified Purchase
    recommended for those who want their products to standout or be unique.
    Short and to the point.
    Great examples.
    Easy to read.
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  • kirabug
    4.0 out of 5 stars A good primer on a complex subject
    Reviewed in the United States on October 20, 2018
    I put off reading this book for a long time because I thought it was about designing for emotional situations. Shows what kind of reading comprehension I've got! It's actually about designing a product or interface to resonate with its own emotion - giving your product a personality and voice and tone.

    As a UX Designer, it invites me to think of different interactions that my designs can have with our users - from silly and playful to sincere and human. It talks about techniques for researching both the design persona one starts with and the usability tests one uses when the design persona has been drafted.

    Like most of the A Book Apart books, this book isn't designed to be the be-all-end-all on the topic, but rather an introduction to it, which will give you enough information to move more deeply into designing for emotion either by experimenting or by using the resources listed at the end of the book.

    I would've liked a few more examples of what can go wrong, but otherwise, it was a well put-together book and one that I thoroughly enjoyed reading.
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  • Christy
    5.0 out of 5 stars This book is a must read for any designer.
    Reviewed in the United States on April 13, 2012
    This book is a must read for any designer.

    Aarron Walter, lead UX designer for MailChimp, cuts to the heart of the matter in this very important look at the psychology and craft of design.

    Beginning our journey at the industrial revolution, Walter reminds us that the utopian vision of human progress spawned by the industrial revolution ultimately lead to a decline in craftsmanship with a focus on the mass production of mediocrity. He draws parallels between the web world, affirming that there is a market for that type of work as designers. He calls us, however, to a higher standard, with a look at the opening of marketplaces like Etsy and Kickstarter, who are creating space for the craftsmen to rise back up.

    As he issues the challenge, your heart (if you're a designer) can't help but begin to beat in sync. (I think that's the idea).

    Continuing, Walter smartly overlays Maslow's hierarchy of needs upon the process of design. Where Maslow speaks of basic physiological needs like breathing, eating, and sleeping, Walter translates that to functionality in design. Maslow's hierarchy moves to safety, and Walter translates that to reliability in design. We need to know the system's design is safe to use (credit cards, personal information, etc.), and without that sense of safety, we don't make transaction with the design. Maslow's chart next leads to love and belonging, and in design we translate that to usability. There is an intuitive sense each user has about where things belong, and they need to know they're going to work as expected.

    The final two items on Maslow's hierarchy are esteem and self-actualization. Walter translates that to pleasure. We find, through our journey with Walter, that this is what is missing in design, and is the challenge he's issuing to each of us. He kicks off this challenge with "The Emotional Design Principle":

    "People will forgive shortcomings, follow your lead, and sing your praises if you reward them with positive emotion.... Emotional design turns casual users into fanatics ready to tell others about their positive experience. It also offers a trust safety net that encourages your audience to stay when things go awry."
    Walter is positing that emotional design, when paired with solid functionality, will help fill in the gaps and work as a trust agent in the user experience as they interact with your design. If the functionality needs tweaking, the emotional design creates a space for the user to connect and give feedback. It creates a human environment where conversation feels like the right approach.

    In this volume, Walter walks us through case studies on Wufoo, Betabrand, Housing Works, Mint, Flickr, MailChimp, and Blue Sky Resumes. He notes that the common thread in all of these successful online communities is that they: 1, value craft, and 2, convey a strong sense of personality through which users can see the humans at the other end of the connection.

    There are people we meet in life who have that personality we instantly click with. We feel immediately able to share parts of ourselves and our stories which we'd normally reserve for closer friends and family. It's this kind of personality and magnetism we as designers need to strive to create in a brand, because ultimately it is the community we build which determines whether our voice in the marketplace is significant.
    18 people found this helpful
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  • Nora Brown
    4.0 out of 5 stars Inspiration to take a website to the next level
    Reviewed in the United States on May 20, 2012
    This book is based on a simple premise, but an intriguing one: in any "human-computer interaction", the computer or the website is just a facilitator for what is truly human to human interaction. Why shouldn't a website, then, project a certain personality, which not only engages users but also improves usability?

    This brief book explores a number of ways a website can appeal to users' emotions, such as surprise and delight (p. 49), anticipation (p. 55), exclusivity (p. 57), and variable rewards (p. 62), and provides several real-world examples. It's not an exhaustive guide on how to make a website pleasurable to use, but it should certainly spark plenty of ideas and inspire designers to strive for more than just usability and reliability.

    You can read a longer review of this and a bunch of other web-designy books at the Web Designers Review of Books.
    5 people found this helpful
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