Emotions have a crucial role in the human ability to understand the world, and how they learn new things. For example: aesthetically pleasing objects appear to the user to be more effective, by virtue of their sensual appeal. This is due to the affinity the user feels for an object that appeals to them, due to the formation of an emotional connection with the object.
Print + Digital + Inconography
Executive Creative Director
PH.D. Paul Ralph: "Designers do not need a clear definition of design to be effective, any more than mechanics need a clear definition of an engine." An initial survey of academic literature showed that "design" could involve anything from optimizing processes and identifying requirements to creating artifacts and analyzing systems. Charles Eames said, "Design is an expression of purpose. It may, if it is good enough, later be judged as art."
When successful Emotional Design is about why shoppers say, "I want that." As an art director I am known as an excellent designer. As a designer I am average. Joe Strummer's quote “We aren't particularly talented. We try harder!” rings true.