Emotions by Design

Why do some products become beloved while others are quickly forgotten? Design profoundly shapes our lives, often in unnoticed but significant ways. Every design—from simple everyday products to complex systems and services—elicits emotions that influence our decisions, behavior, and well-being. Yet, the emotional dimension of design remains underexplored, leaving a wealth of opportunities untapped. This book addresses this gap, revealing how designers can harness emotions to create products and services that users genuinely love and can't live without.

Targeted at designers, marketing & innovation professionals, and students, the book offers practical tools and methods to integrate emotional insights into the design process. Readers will learn to navigate the fundamental human needs, choose the right emotion to spark behavior, create emotion blueprints, and resolve need clashes. Through real-world case studies, foundational research, and hands-on exercises, it equips readers to move beyond functionality and aesthetics, creating designs that resonate deeply with users.

With over 30 years of combined expertise in design, emotion research, and consultancy with global brands, the authors provide a comprehensive framework grounded in scientific theories and practical applications. The book stands out by using the science of emotion to connect practical design considerations to humanistic principles.

Author

For nearly two decades, Pieter and Steven have worked side by side in research, education, and practice—co-authoring over 300 scientific publications, supervising hundreds of design students, and delivering lectures, workshops, and masterclasses around the globe. They have consulted for Fortune 500 companies and local governments, helping teams apply emotional insights to create more meaningful and impactful products and services. Together, they founded the Delft Institute of Positive Design and Emotion Studio.

Prof. dr. Pieter Desmet is Full Professor of Design for Experience at Delft University of Technology. He is globally recognized for his pioneering research at the intersection of design and emotion, and continues to explore how design can contribute to human flourishing.
Dr. Steven Fokkinga is Director of Emotion Studio, a Rotterdam-based agency that specializes in emotion research, concept development, and innovation consultancy. He bridges academic insights with real-world design practice to make emotion-driven design impactful and profitable.