10 minute talk at the Smartmobil 2014. ----------------------------------------------------- Either a designer plans it or not, each and every app will have some kind of character, a personality that will trigger emotional reactions of it's users. Emotional Design practices in User Interface Design. ----------------------------------------------------- thomasfogarasy.com
a digital agency passionate about brand UX. We help amazing
brands transform business through the application of social media,
technology and analytics. Im Tams, Senior Designer at DESIGNER UI
PSD
1. Emotion Design? 2. Living & Aware Products 3. Brand and
Design Personality 4. Examples
EMOTION DESIGN?
Users Needs Pyramid suggested by Aaron Walter (UX designer of
Mailchimp)
In an emotionally charged event, the amygdala releases dopamine
into the system, which greatly aids memory and information
processing. EVENT + EMOTION = UNFORGETTABLE Medina, J (2008) Why
Emotional Memories Are Unforgettable (May 2008) Psychiatric Times
14-17
http://www.brainrules.net/pdf/JohnMedina_PsychTimes_May08.pdf
LIVING & AWARE
the love of life or living systems. ERICH FROMM: /a
psychological orientation of being attracted to all that is alive
and vital./ Fromm, Erich (1964). The Heart of Man. Harper &
Row
BREATHING STATUS LED INDICATOR The status light on the front of
Apple laptops and desktops gently pulses to indicate a sleep
state.
EXAMPLE: CUTENESS IS A BABYS FIRST LINE OF DEFENSE. AND FOR
SOME APPS TOO. The biophilia hypothesis suggests that the positive
emotional response that adult mammals have toward baby mammals
across species helps increase the survival rates of all mammals.
http://en.wikipedia.org/wiki/Biophilia_hypothesis
BRAND PERSONALITY
WHO IS YOUR PRODUCT? Hummer Arnold Schwarzenegger (big) Toyota
Tom Hanks (reliable) Volvo George Clooney (safe)
NIKE BRAND PERSONALITY: MOTIVATOR the mobile app itself
inherits the personality
DESIGN PERSONA (A SUBJECT OF EMOTION DESIGN)
Personality Image Overview Brand Traits Personality Map Voice
Copy Examples Visual Guidelines Engagement Methods: AARRON WALTERS
DESIGN PERSONA TEMPLATE (useful for any design, not just for brands
with mascots)
Personality Image: Mr T. Cool, rugged, funny. Overview: At
Tattoochiefs you can rate others tattoos. Becoming a tribe member
(registering) unlocks additional features, like uploading. Brand
Traits: Cool, dead on, warrior, funny, tribal, informal, hip
Personality Map: Dominant and unfriendly Voice: Tattoochiefs voice
is unfriendly, but funny. He speaks to you like a sarge, a mentor.
He doesnt speak english very well. Copy Examples: -You come to my
land to rate tattoo, NO? -Search! Fool... Engagement Methods:
Random greetings in the header. Tattoochief cares for his tribe
(checking on users) Feedback on interactions. TYPICAL PERSONA
EXAMPLE
Another problem with the interpretation of the brand
personalities created by businesses is their obvious bias. No
marketer would want a brand to symbolize the negative or even
neutral character traits. This is where the analogy with people
shows its lack of realism. A DESIGN PERSONA SHOULD NEVER BE PERFECT
Zurawicki, Leon (2010). Neuromarketing. Springer
PRODUCT PERSONALITY THROUGH VISUALS + COPY + INTERACTIONS
THE REASON YOU NEED A BEAUTIFUL UI: AESTHETIC USABILITY EFFECT
A user will perceive an attractive product as easier to use than an
ugly one. It doesnt matter if they are easier to use or not they
are perceived as such. users tolerate faults more more likely to
develop positive feelings willing to share with friends
http://www.sigchi.org/chi95/proceedings/shortppr/mk_bdy.htm
Nest usable, good looking, alive
Beats App uses identity-friendly shapes and colors for its
playful animation.
WHAT TO AVOID (QUICK EXAMPLES)
avoid bragging (One software above all) avoid bad stock images
(Is this for businessmen with badly cut nails?)
Avoid repulsive personality: carousel images, keyvisuals do
count! Is this the right guy to associate a quality wine store
with?
Avoid unnatural copy and artificiality
GOOD EXAMPLES
OkCupid.com personality example: Feedback on interaction
relevant to its niche.
louisck.com personality example: Just like he would say it
anyway.
Mailchimp personality example: Mascots contextual and cheerful
messages.
threadless.com personality example: Maybe a little too
goofy?
TAKEAWAYS Emotional design should be a part of your UX and
Brand strategy and NOT something you put in your product at the
end. Be more human. Less artificial and less perfect. 1. 2.