Design for Emotions / Surprise and Humor lecture

April 7th - April 7th 2009 | 350 N LaSalle Street, Chicago

Overview
A pair of lectures related to the 7th International Design & Emotions Conference, to be held October 4-7, 2010 in Chicago, organized by the Design & Emotions Society & the IIT Institute of Design. See http://www.designandemotion.org/. Moderated by Judith Gregory.

Desmet and Ludden lecture on Design For Emotion from IIT Institute of Design on Vimeo.

Part 1: The Basics of Design for Emotions - Pieter Desmet, TU Delft
As the emotional responses of consumers are subjective, there is never a one-to-one relationship between the appearance of products and their emotional impact. One may therefore doubt that we can manipulate or even reliably measure the emotional impact of consumer products. In his lecture, Desmet will argue that in spite of the subjective nature, this impact can be measured, and with product design it can be manipulated In his lecture, Desmet will demonstrate a non-verbal instrument to measure emotions (PrEmo), and present various design and research cases that illustrate application possibilities. Examples of these possibilities are: to develop emotional consistency between brand, product, and advertisements, to create emotional benchmarks for product development, and to evaluate the emotional impact of new product concepts. In addition to presenting PrEmo, Desmet will use theory of emotion to explain how PrEmo data can facilitate the challenge of 'design for emotion.'

For more about Pieter Desmet: http://studiolab.io.tudelft.nl/desmet/

Pieter Desmet is associate professor at Industrial Design Delft. He has a background in industrial design, and in 2002 he obtained a PhD degree with research focused on emotional product experience. His award winning research has been published in several journals and presented at international platforms. His main research interest is in the question why and how consumer products evoke emotions, and in the development of tools and methods that facilitate emotion-driven design. Desmet is executive board member of the International Design for Emotion Society, and consults several international companies on how to develop products and services with an added emotional value. Besides his research and consultancy, he is involved in educating design professionals and design master students.

Part 2: Surprise and Humor in Product Design - Geke Ludden, Telematics Instituut
When information from two or more sensory modalities conflicts (is incongruent), this can evoke a surprise reaction as well as feelings of amusement, interest, confusion or disappointment. This talk illustrates a method for the design of sensory metaphors in products. With reference to joke theory, it explains why people appreciate and enjoy appropriate incongruities that can be related back to the product, whereas they have more negative opinions towards inappropriate incongruities.

For more about Geke Ludden: http://studiolab.io.tudelft.nl/ludden/

Geke Ludden is a researcher at the Telematica Instituut. She has a background and MSc in Industrial Design. In 2008 she was awarded her PhD from Delft University of Technology in Design Aesthetics on research on multisensory perception and surprise. She now works on a variety of topics including designing for social connectedness and evaluating ICT concepts for changing work environments.