{"id":2763,"date":"2020-03-31T08:04:00","date_gmt":"2020-03-31T08:04:00","guid":{"rendered":"http:\/\/localhost:10054\/?p=2763"},"modified":"2023-03-16T18:10:50","modified_gmt":"2023-03-16T18:10:50","slug":"how-to-connect-with-your-audience-by-designing-for-emotion","status":"publish","type":"post","link":"https:\/\/maestrolearning.com\/blogs\/how-to-connect-with-your-audience-by-designing-for-emotion\/","title":{"rendered":"How to Connect with Your Audience by Designing for Emotion"},"content":{"rendered":"\r\n<p class=\"wp-block-paragraph\">Think about some of the greatest commercials you\u2019ve seen. From Bud Light\u2019s Bud Knight to All State\u2019s Mayhem and Apple\u2019s touching animations, these commercials make us laugh, cry, or get upset. Why? Because these companies have found the secret sauce for marketing that works\u2014and that\u2019s designing for emotion.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Why does designing for emotion work?<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">In the marketing space, emotions are power. In fact, how your product makes people feel is probably a lot more important than its long list of features. Why? People act emotionally, and static information is not enough to cause change. People need emotions to live.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/jonahberger.com\/books\/contagious\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Jonah Berger, one of the great writers on emotional marketing<\/a>, says, \u201cInformation doesn\u2019t get people to change their behavior. They need something more. And that is where emotion comes in. Rather than harping on features or facts, we need to focus on feelings; the underlying emotions that motivate people to action.\u201d<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">In an emotional nutshell<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Feelings are more powerful than facts. And the fact is (ironically), people think with their emotions. This means that no matter how much you talk about cool features, if you don\u2019t start designing for emotion, your brand or product falls flat.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Not sure if you&#8217;re convinced?\u00a0<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Take a look at how Google made something as cold and functional as a search engine into a viral Super Bowl hit that made people cry.\u00a0<\/p>\r\n\r\n\r\n\r\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/nnsSUqgkDwU\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Changing your mindset from features to emotions\u00a0<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">There\u2019s a saying, \u201cFacts over feelings.\u201d But when we\u2019re designing to inspire <em>feelings <\/em>in people<em>, <\/em>we have to balance it with facts\u2014and maybe lean toward emotional design a bit.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">See, feelings aren\u2019t necessarily <em>better <\/em>than facts\u2014they just resonate more. People still need to know the facts, too. For example, it\u2019s great to know that you \u201cnever have to worry about a stain\u201d with your laundry detergent (complete with calm branding with gentle curves and neutral tones), you also like to know that you get 64 loads out of it.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">The key is that you want to focus on how you present your brand or product <em>emotionally <\/em>first. This first impression is absolutely critical, and it\u2019s something you should give a lot of care and thought about.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">People take two different paths when they see something: acceptance or rejection. Occasionally, they\u2019ll withhold judgment, but that\u2019s usually a form of temporary rejection. So, if you\u2019re a little off emotionally when introducing your brand or product, the audience\u2019s (emotional) reaction heads down the rejection path.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">This doesn\u2019t mean you\u2019re ignoring or hiding facts, just that when you place things in order of importance emotions come first, facts second. If you\u2019ve got your emotional messaging spot on, that acceptance path will need some <a href=\"https:\/\/maestrolearning.com\/blogs\/2-important-reasons-visual-design-should-matter-to-you\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">bolstered with snazzy facts and features<\/a>.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">How do emotions apply to actual design?<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">If designing for emotion is so important and all, why don\u2019t most designers do it? Well, emotional design takes some discipline and a lot of strategic thinking.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">A lot of people treat design like \u201cI\u2019ll do what I\u2019ve seen before\u201d or \u201cThat\u2019s what Apple did. It looks cool, so do that.\u201d This is obviously not the right mindset, but it\u2019s always tempting because it\u2019s a natural human impulse to <em>feel <\/em>like we\u2019re fitting in.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">But resist. Instead of doing what everyone else is doing, think about who your audience is and how they might be feeling when they view your marketing content. Then pull that strategic approach into the design process.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Designing with facts to communicate feelings<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">While the idiom \u201cfacts not feelings\u201d might not apply to design, \u201cthink before you speak\u201d (err\u2026 design) is definitely something to remember. Some designers are skilled and some are not. In the same way, some people are good at communication and some aren\u2019t. But everyone can communicate or design in a functional manner if they focus on this key question. What does the audience need to hear?<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Design is using art to communicate with others\u2014it\u2019s simply not a form of self- or brand-expression. So stay cautious against jumping into a design and going with what looks the best to <em>you. <\/em>Spend time thinking about your audience. Then design the best answer to their emotional need to be seen, heard, and understood.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/medium.theuxblog.com\/design-is-communication-e371ad9042a3\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">A great example is writing a book.<\/a> Before you get started, you have to decide <em>who <\/em>you\u2019re writing for. Kids? Adults? Teens? Then you have to choose a genre, plot, characters, and specific words that communicate your overall message in a way that your audience will understand.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Think of this way. You don\u2019t design (or write) <em>with <\/em>emotion, you design to <em>create<\/em> emotion within a specific audience.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Using strategy and emotional intelligence to design<\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">All people have a level of emotional intelligence, and every person notices and reacts to design just like a designer, they just haven\u2019t studied it to know why.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Let\u2019s bring back the book example. Even if you\u2019re not a writer, when you read a book (or watch a movie), you can tell when it\u2019s well done. So what\u2019s the difference between a timeless best seller (like Harry Potter), and a flop? The answer is intentionality and strategy.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Writers have to understand how all the different facets of a book\u2014like words, character quirks, subliminal messages, foreshadowing\u2014work together to create a cohesive story that inspires emotion in the audience. And writers shouldn\u2019t work alone. They should have beta readers, agents, editors, and other writers backing them up every step of the way, helping them see the audience\u2019s perspective.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Designing is remarkably similar. Designers know how <a href=\"https:\/\/vanseodesign.com\/web-design\/visual-grammar-shapes\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">colors, angles, and shapes inspire different emotions<\/a>, and it\u2019s their job to understand how these facets all work together. And it\u2019s important that designers don\u2019t work alone. They should have some good strategy to back them up. In fact, it\u2019s up to the marketing strategists to discover how the audience feels and how those feelings affect your marketing approach.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">Summing it up<\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">When the strategists discover your target audience\u2019s emotions and their contexts, and the designers intentionally fold those wants and needs into the design\u2014that\u2019s what designing for emotion is all about. <em>And<\/em> when the marketing magic happens. It\u2019s what brands like Bud Light, All State, and Apple get right.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Even we helped put heart and hope into <a href=\"https:\/\/maestrolearning.com\/work\/johnson-johnson\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Johnson &amp; Johnson\u2019s 3D printing technology in healthcare<\/a> with a fully responsive website and <a href=\"https:\/\/vimeo.com\/274974004\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">an intro video that\u2019s guaranteed to pull on your heart strings<\/a>.\u00a0<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">People live emotionally, so it makes sense for brands to be emotional, too.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\"><\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Think about some of the greatest commercials you\u2019ve seen. From Bud Light\u2019s Bud Knight to All State\u2019s Mayhem and Apple\u2019s touching animations, these commercials make us laugh, cry, or get upset. Why? Because these companies have found the secret sauce for marketing that works\u2014and that\u2019s designing for emotion. Why does designing for emotion work? In [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2764,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3869,3894],"tags":[],"role":[3891,3893],"class_list":["post-2763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-learning-experience-design","category-storytelling","role-instructional-designer","role-visual-designer"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Connect with Your Audience by Designing for Emotion | Maestro<\/title>\n<meta name=\"description\" content=\"Think about commercials that made you feel something deeper. They all use the secret sauce for marketing that works. 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