emotional design

Emotive design is a component of emotive branding that engages people in a focused way that strives to evoke the specific feelings the brand seeks to own. Using color, lines, shape, form, texture, light – and nothingness – designers create both passive and interactive experiences that resonant with the brand’s emotional space. Emotive design is not overtly emotional design. Operating at a subtle and subconscious level, these design cues work to reinforce and enhance other dimensions of the way people interact with the brand. From the highly tangible experience of using a product to the...