Course Description

What separates great products from good ones? Attractive designs? User testing? Genius designers? Well, these might be contributory factors, but the true distinction is in how they make users feel. Every experience has an emotional component. Using your products is no different. At the heart of the best products is knowledge; if you want to provide great user experiences, then you need to understand how users feel, and what factors affect these feelings.

There are probably things near to you right now that are not necessarily the best at what they do, and they might not even be particularly attractive. However, they are meaningful to you, and because of this you feel some connection to them. These connections are powerful; they affect you unconsciously and have the capacity to turn inanimate objects into evocative extensions of the individual. A seashell might have pride of place on your shelf as it reminds you of a nice holiday you once had. You might find it difficult to part with a damaged old tennis racquet, because it was the first thing you bought with your pocket money. All products are capable of providing similar positive emotional responses, regardless of whether they are old or new. In 'Emotional Design: How to make products people will love' we will provide you with the information necessary to create these positive emotional experiences.

Throughout the course you will find a blend of theoretical and example-based lesson items. To help you apply the knowledge in your own design projects, we have included a number of lesson discussions and exercises. At the end of each lesson we have included video lesson items from human-computer interaction specialist Alan Dix, which will help to crystallise the information covered throughout the course.

In this course we will cover the following topics:

  • The Emotional Response
  • Definitions of Emotion
  • Establishing the relationship between emotion and design
  • Designing for Positive Emotional Experiences
  • Human Factors Affecting The Emotional Response
  • Examples of Emotional Responses in Design
  • The difference between Visceral, Behavioural and Reflective Design
  • How to encourage positive visceral, behavioural and reflective processing
  • The concept of the 'Triune Brain'
  • How to apply the concept of 'our three brains' in design
  • ...and much more.

By the end of the course you will have a better understanding of the relationship between people and the things they use in their everyday lives, and how things are designed to elicit certain emotional responses. We will also use lots of different examples to help you see how you can potentially apply the information from the course in your own projects.

Industry-trusted Course Certificate

You earn an industry-trusted Course Certificate once you complete the course - even if you finish the course after the official end date. In other words, as long as you have enrolled in the course you will always be able to finish it and to get a course certificate. You will also have permanent access to the course material, your answers and the discussions.

Course Certificates from the IDF are verifiable and trusted by industry leaders. You can highlight them on your resume, CV, LinkedIn profile or your website.

Course Certificate

Our courses and Course Certificates are trusted by these industry leaders, who have taken up company memberships with the IDF:

Accenture Adobe GE Philips SAP