Image of audiobook mockup and teapots made with Google Gemini & Adobe Photoshop.
Emotional Design:
Why Feelings Matter in UX
Why Feelings Matter in UX
I recently read Emotional Design: Why We Love (or Hate) Everyday Things by Don Norman, and one concept really stuck with me: his teapot collection.
Some teapots were purely decorative, making him feel like they had high value. Others looked impractical at first but ended up surprising and delighting users when they worked better than expected. This reminded me that products aren’t just about functionality — they’re about how they make us feel.
Design Works on Three Levels
Norman breaks emotional design into three layers:
• Visceral: our first, gut reaction to how something looks and feels.
• Behavioral: how well it works in everyday use.
• Reflective: the meaning and personal connection behind it.
Great design hits all three.
My Own Experiences
I see this play out in my own consumer choices:
• I keep a Disney+ subscription, not because it has the best new shows or most enjoyable streaming
experience, but because it sparks nostalgia and comfort from my childhood.
• I’m drawn to anything related to Avatar: The Last Airbender because the series left such a deep
emotional mark on me, even 20 years later. It might not have the most high-definition action scenes,
but the life lessons and character building hold a huge weight on the impact it left for me.
Both are examples of reflective design at work — my loyalty is tied to emotion and memory, not just features.
Why It Matters for UX
For designers, this is an important reminder:
• Users aren’t just functional beings.
• Emotion influences loyalty, delight, and lasting impact.
• If you can tap into feelings like nostalgia, trust, or aesthetic pleasure, your product becomes more than
a tool — it becomes a companion.
My Rating: ★★★☆☆
I gave this book 3 stars. For me, that means:
• ⭐⭐⭐ → I would recommend it to others.
• ⭐⭐⭐⭐ → I’d recommend it and reread it myself.
• ⭐⭐⭐⭐⭐ → I’d keep it on repeat because it continues to pour value into my life.
Why 3 stars? While I enjoyed the content and Norman’s examples, the idea of emotional design didn’t feel particularly novel. In UX, empathy is already a cornerstone skill, so much of this framework aligned with things I’ve already internalized. Still, it’s a worthwhile read for anyone new to design thinking.
Final Thoughts
In a world where products often compete on similar features, the real differentiator is emotional connection. Norman’s book may not break new ground for seasoned UX designers, but it’s a strong reminder that great design isn’t just about solving problems — it’s about creating moments that resonate.