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Emotions are at the heart of design, making brands memorable and building stronger relationships with customers.
In the world of design, two important frameworks stand out: Corporate Identity Systems (CIS) and Emotional Design. Both emphasize the significance of connecting with users' emotions and experiences. As we delve into the interconnected worlds of CIS and Emotional Design, we uncover three distinct levels: Visual Identity, Behavioral Identity, and Mind Identity in CIS, paralleled by Visceral, Behavioral, and Reflective levels in Emotional Design. These frameworks align in their aim to create meaningful design experiences that resonate with users on different levels. Let's explore how they intersect and shape the world of design.
01.
Three Levels of Emotional Design
1. Visceral Level
Immediate reactions to color, form, texture, shape, etc
Ex: This app looks cool! Let me check it out.
✨ Definition:
The Visceral level involves the basic mechanisms of the affective system, which enable quick judgments about the environment, such as determining whether something is good or bad, beautiful or ugly.
Visceral reactions are triggered by initial sensory experiences, setting the mood and framing for subsequent interactions.
Visceral design focuses on the perceptible qualities of an object and aims to evoke emotional responses, attract users, and create positive initial impressions, regardless of the product's usability or effectiveness.
2. Behavioral Level
Prompts a physical action or reaction
Ex: Pressing/Clicking a button
✨ Definition:
At the Behavioral level, actions and analyses are largely subconscious, driven by learned behaviors and practiced actions. This level focuses on usability and practical functionality (performance, effectiveness, and ease of use)
The Behavioral level can be objectively tested, such as measuring task completion time or error rates.
Examples of experiences at this level include the ease of typing on a keyboard or the enjoyment of using a well-designed game controller.
Positive behavioral reactions lead to feelings of empowerment, trust, and reliability, as users experience value from their actions and are encouraged to repeat positive interactions.
3. Reflective Level
Resonate with users' experiences or feelings.
Ex: This Lego collection makes me remember my childhood interest.
✨ Definition:
The Reflective level involves conscious cognition, where reasoning and decision-making occur consciously and deliberately.
This level focuses on the user's overall experience and how they reflect on it after using a product, determining whether they want to repeat the experience.
Positive reflective reactions may lead users to share their experiences with others, feel pride and identity from using a product, and recognize the cultural impact of their experience.
02.
The Relationship between CIS and Emotional Design
At the top of both design frameworks, we see a common idea: emotions matter. Whether it's Corporate Identity Systems or Emotional Design, the key is to connect with people's feelings. By focusing on how design impacts emotions, we can create strong connections with customers. This shows that emotions are at the heart of design, making brands more memorable and building stronger relationships with customers.
✨ When a product evokes positive emotions like happiness or satisfaction, it creates a lasting impression. Customers tend to return to products that make them feel good, fostering loyalty and trust. Moreover, they're inclined to share their positive experiences with others, contributing to the brand's reputation and growth.
Keep in mind some basic elements that can enhance users' emotions:
From the map, it's evident that three key elements deserve special attention to enhance users' emotions and bolster brand recognition: color, typography, and images/illustrations.
Use Color to Set the Mood
Choose colors that resonate with the brand's personality and evoke the desired emotions. Warm colors like red, orange, and yellow can create feelings of excitement and energy, while cool colors like blue and green can be calming and soothing.
Example: A fitness brand might use vibrant reds and oranges to evoke a sense of energy and motivation.
A wellness brand might opt for serene blues and greens to promote relaxation and tranquility.
Branding identity for Mocai Market by 小 绿 and 3% 先生.
Select Typography that Reflects Your Brand’s Personality
Fonts play a crucial role in setting the tone and mood of the brand. Choose fonts that complement the brand identity and are easy to read, ensuring a pleasant user experience.
Example: A playful and energetic brand might use bold and rounded fonts to convey a sense of fun.
A sophisticated luxury brand might opt for elegant serif fonts to communicate exclusivity and refinement.
Use Imagery/Illustration to Tell a Story:
Incorporate captivating visuals such as images, illustrations, and videos that evoke emotions and tell a story. Visual content can significantly impact users' emotional responses.
Example: A travel brand could use stunning photographs of exotic destinations to evoke a sense of wanderlust and adventure.
A charity organization might use powerful images to evoke empathy and inspire action.
Illustration for Ecotourism in Taiwan by Neil Tien and 胡 祐銘
By carefully selecting colors that resonate with the brand's identity, choosing typography that reflects its tone and voice, and incorporating captivating visuals that tell a compelling story, brands can create memorable experiences that leave a lasting impression on their audience.
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