Designing for Emotion is filled with clever precepts 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 web designers make a human connection through design.

The paperback is divided into seven chapters; Emotional Design, Designing for Humans, Personality, Emotional Engagement, Overcoming Obstacles, Forgiveness and Risk and Reward. In the first chapter, Aarron discusses the basic principles of emotional design and provides a number of examples that emotional design visionaries use to build a human connection with their audience. The common thread? Emotional design uses psychology and craftsmanship to create an experience for users that makes them feel like there’s a person, not a machine, at the other end of the connection.

The second chapter, Designing for Humans, looks at how web designers can design websites that appeal to wide-ranging perspectives, the psychological firmware we share, and also establishes a foundation on which web designers can build emotional design strategies. This flows onto the third chapter, which examines the platform for our broader emotional responses and the key to making design more human – personality.

Chapter four discusses emotional engagement and interaction patterns. A number of examples are drawn on, including Twitter, Dribbble and Wufoo, and while not meant to be emulated, are there to help guide readers thinking about how they can convey brand personality in their interfaces in a way that resonates with their audience.

The next two chapters delves into issues and challenges. Chapter five dissects and examines the decision-making process in order to overcome potential obstacles, and chapter six discusses strategies of forgiveness and how emotional design can help shape user reactions. This leads into the final chapter, Risk and Reward, which presents a series of examples that are there to help designers influence others into taking a calculated risk with emotional design.

Aarron Walter has prepared a bundle of strategies to help web designers create designs that bring with them an emotional attachment and inspire a positive response from users. This book is for those who want their designs to make an impression. For those who want their sites to be usable, of course, but who also want them to surprise and delight, inviting prolonged and repeated exploration.

Designing for Emotion is just one in a catalog of books called A Book Apart published by Jeffrey Zeldman. Each book in the series covers emerging and essential topics that concern people who make websites with the goal of shedding clear light on a tricky subject in a fast and succinct way. If Designing for Emotion piques your interest, we also have Design is a Job by Mike Monteiro and Just Enough Research by Erika Hall in our Design Lounge.

Images: via A Book Apart
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