Mapping Emotions
People are shying away from the next “best thing” and opting for products that “work for me.” As a result words like “emotion” and “personal meaning” are finding their way into corporate strategic briefs, in places where words like gigabytes and baud rate used to reside. Even new descriptions of great design — “easy,” “accessible,” “affordable,” “empowering” and “personal” — reflect on the person rather than the object.
Emotional Mapping is a design process that uncovers feelings and attitudes towards products. It gathers information on why people prefer one product over the other. It identifies key attributes, tangible and intangible, overt and subtle, conscious and subconscious, that help connect products and people. This insight can focus a design team’s creativity, add clout to the creative process, and result in more innovative, radical and successful ideas.
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