In the field of human-computer interaction, topics such as aesthetics, affective aspects of interface design, and emotional design have increasingly become the focus of user experience. In particular, Don Norman’s 2005 book “Emotional Design: Why We Love (or Hate) Everyday Things” argued for paying more attention to pleasure and emotions in general in the UX design of a product. Emotions are also included in the basic principles of UX, which ultimately also refer to “joy to use.”
Designers now often design in such a way that users’ emotions are addressed. However, the emotions evoked also influence how users interact with a system. This is because they do not act (only) rationally; their decisions are often emotionally influenced. For example, users don’t necessarily leave a website (only) because they can’t find information, but (also) because they are frustrated or uncertain.
In this article, we will first look at the basics of emotion research and then examine the role emotions play in UX and how we can incorporate them into UX research and design.
Psychological fundamentals
The understanding of emotions is still a much-discussed topic in psychology. However, the consensus now seems to be that emotions
- are based on assessments of stimuli in relation to one’s own expectations, needs, motives, or goals (cognitive component)
- are accompanied by reactions of the autonomic nervous system (e.g., increased heart rate) (physical component)
- are often associated with characteristic facial expressions and body postures that communicate one’s emotional state (expressive component)
- have motivational and action-preparatory functions (component of readiness to act)
- are subjective.[2]
There have been many attempts to classify emotions and determine how many there are. One approach is based on Charles Darwin’s assumption that there is a limited number of universal and innate basic emotions. These are considered adaptive response systems that have developed over the course of evolution as responses to survival-critical requirements in behavioral control. [3] Basic emotions include joy, sadness, fear, anger, disgust, and surprise. Evidence for these emotions is often cited in the fact that the corresponding facial expressions are believed to be innate and very similar across cultures. [4]
But what role do emotions play in design? Emotions influence the decision-making process, direct attention, and reinforce certain memories over others. They are therefore closely linked to the attitudes, motivations, and decisions of a product’s users and influence a wide variety of aspects of interaction.[5] Researchers have also been able to show specifically that positive emotions, for example, increase users’ motivation and fixation.[6]
Emotional Design: Framework
The concept of emotional design was introduced by Don Norman, one of the UX and usability gurus, and aims to emphasize that designing (digital) products is not just about functionality, but also about creating an emotional connection with users. He therefore describes three levels that good design encompasses and on which users interact:
- Visceral level: This level refers to the first impression of a product or user interface. The design should impress and convince at first glance, as well as evoke (positive) emotions. Visual elements and colors, shapes, and textures are often used for this purpose. An appealing design can generate enthusiasm, while an unattractive one may cause rejection.
- Behavioral level: This level concerns all interactions that users have with the design or product. It deals with the basic principles of UX design, such as whether the product is easy and intuitive to use and how it influences users in their actions. A smooth and pleasant interaction process in particular can convey a feeling of satisfaction, or “joy to use.” Conversely, an inconsistent and negative experience leads to frustration.
- Reflective level: This level concerns the long-term impact and significance of a product, and the emotional memories and associations that remain associated with it. A product can achieve this if it evokes self-related feelings in users, such as appreciation.
A study by a group of Indonesian researchers examined these levels in more detail. They looked at various (digital) products and identified which elements evoked emotions. For example, they found that playful colors, illustrations, and gamification promote joy and also motivate users. At the same time, soothing colors, animations, and music reduce stress. In healthcare, for example, natural light leads to less stress and better recovery—and personalization and playful elements in healthcare apps increase motivation and thus also therapy adherence.
But interactive or technical elements also trigger emotions. Motivation can also be strengthened by positive feedback in the form of small micro-interactions such as button animations, sounds, or simple confirmations. Long loading times and unclear error messages, on the other hand, cause annoyance, which increases the risk of users leaving the site.
The researchers ultimately identified three important principles. First, a certain aesthetic appeal is important—i.e., beautiful design triggers positive emotions. Second, emotional design must not compromise usability, and functionality must remain intact. And finally, the development process should remain user-centered, and the product should fit seamlessly into the lives of users.
Methods for capturing emotions
These and, of course, other studies show that emotions can play a major role in the use of (digital) products. It is therefore useful to identify users’ emotions at an early stage and respond to them. There are various ways of doing this in UX research. One option is to ask users directly about their emotions. This can be done in interviews or questionnaires. Two well-known examples of this are the Self-Assessment Manikin (SAM) and the Positive and Negative Affect Schedule (PANAS). SAM measures valence, arousal, and dominance independently of language using pictograms, making it fast but also more arousal-oriented. PANAS, on the other hand, measures affects, i.e., moods rather than emotions, but can provide a good indication of the emotional state of users.
Self-reports are, of course, always subjective and prone to distortions, such as memory effects. However, they are the easiest and most straightforward to carry out. An alternative (if you have more options and resources) is behavior-based methods or even physiological methods. As we saw above, emotions are reflected in behavior, which is why observing users can sometimes provide clues about their feelings and mood. The think-aloud method with a focus on emotions can also be an option. However, these methods require more interpretation. Physiological methods such as measuring heart rate, skin conductance, which can measure arousal levels, or even EEGs are objective and valid methods, but they are rarely used in our field and are more commonly found in academic research.
Conclusion
Emotions influence how people perceive, use, and remember products. On Norman’s three levels—visceral, behavioral, and reflective—they shape first impressions, willingness to act, and long-term loyalty. Studies show that design and interaction elements can evoke joy and motivation as well as frustration. Conversely, users’ emotional states also influence how they behave and use a (digital) product. It is therefore worthwhile to consider emotions early on in the development process and to capture them in UX research. Only when aesthetics, functionality, and user-centeredness come together can true “joy to use” be achieved.
Sources
[1] Norman, D., & Nielsen, J. (2024, January 19). The definition of user experience (UX). Nielsen Norman Group. https://www.nngroup.com/articles/definition-user-experience/
[2] Hoyer, J., & Knappe, S. (Eds.). (2020). Klinische Psychologie & Psychotherapie. Springer Berlin.
[3] Plutchik, R. (1980). Emotion. A psychoevolutionary synthesis. New York: Harper & Row.
[4] Ekman, P. (1992). Are there basic emotions. Psychological Review, 99(3), 550-553.
[5] Carvalho, M., & Oliveira, L. (2017). Emotional Design in Web Interfaces. Observatorio (OBS*), 11(2).
[6] Isen, A. M. (1993). Positive affect and decision making. In M. Lewis & J. M. Haviland (Eds.), Handbook of emotions (pp. 261-277). New York, US: Guilford Press.
[7] Norman, D. (2005). Emotional Design: Why We Love (or Hate) Everyday Things. Basic Books.
[8] Bradley, M. M., & Lang, P. J. (1994). Measuring emotion: the self-assessment manikin and the semantic differential. Journal of behavior therapy and experimental psychiatry, 25(1), 49-59.
[9] Watson, D., Clark, L. A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: the PANAS scales. Journal of personality and social psychology, 54(6), 1063.
