1. State of the Art Design Methods
for Emotions
Design Methods DM934, DMEM, University of Strathclyde
I declare that this submission is entirely my own original work. I declare that, except where fully
reference direct quotations have been included, no aspect of this submission has been copied from
any other source. I declare that all other works cited in this submission have been appropriately
referenced. I understand that any act of Academic Dishonesty such as plagiarism or collusion may
result in the non-award of my degree.
Signature: Claire Utrecht, Carles Debart
Date: 11th of November of 2012
Carles Debart
Claire Utrecht

2. State of the art design methods for emotions
Contents
1. Abstract…………………………………………………………………………………………………………………. 1
2. Introduction………………………………………………………………………………………………………….. 1
2.1 Definition of emotion………………………………………………………………………………………. 1
2.2 Introduction to Kansei Engineering………………………………………………………………….. 1
2.3 Additional Quantitative Methods......................................................................... 2
3. State of the Art Methods for Emotional Design …………………………………………………….. 3
3.1 Desirability testing………………………………………………………………………………………….. 3
3.2 Experience sampling method (with feedback)…………………………………………………. 4
3.3 Generative research……………………………………………………………………………………….. 4
3.4 Collage method………………………………………………………………………………………………. 5
3.5 Love and breakup letter…………………………………………………………………………………. 6
4. Conclusions……………………………………………………………………………………………………….. 7
5. Reference list………………………………………………………………………………………………………… 8

3. State of the art design methods for emotions
1. Abstract
Emotional design, also referred to in literature as affective design, is a field of increasing
significance due to consumer’s desire to own not only functional, but beautiful products. A
fundamental dilemma exists though. How can one convert subjective statements into
quantifiable metrics? This paper will examine the traditional methods: Kansei Engineering,
QFD, Voice of Consumer, and Conjoint Analysis, while also offering five state-of-the-art
developments in the field: desirability testing, experience sampling method (with feedback),
generative research, collage method and the love and breakup letter. Finally, the methods
will be critiqued and evaluated.
2. Introduction
2.1 Definition of design for emotions
Product functionality and reliability are no longer enough for today’s consumer products.
Now, more emphasis is based on the aesthetic value of a product. Design for Emotion is a
field that takes subjective responses about attractiveness of product attributes and converts
them into quantifiable design parameters. This paper will discuss the historical methods,
state-of-the art methods in the field, and will analyse the benefits and the pitfalls of each.
2.2 Introduction to Kansei engineering
In the 1970s, research was conducted in Japan regarding the introduction of emotional
values in products. The Kansei model, named after the Japanese translation of the German
philosopher, Immanuel Kant, is a reference to his 18th century work regarding sensitivity and
sensibility, as reviewed by Schütte(2008). In both the East and the West, this work is a
valuable component to Emotional design. A general world-wide adopted model can be
found below.
Kansei Engineering General Model proposed by Schütte(2005)
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4. State of the art design methods for emotions
The Kansei method has six components: Choice of Domain, Span the Semantic Space, Span
the Space of properties, Synthesis, Validation, and Model Building. The Choice of Domain
refers to the field or conditions in which the product will be used. Then, the traditional
Kansei model utilizes two different inputs: Osgood’s Semantic method and Schütte’s
description of product processes. Osgood’s Semantic method asks a respondent about the
how he/she feels about a topic, based on two dissimilar adjectives i.e. “rate this feature on a
scale from one to five, one being meaningful, five being meaningless” Osgood(1975).
Schütte’s description of product processes defines the scope of the analysis. For example, a
market niche or target age range Schütte(2005). The data returned from research is then
synthesised. The final stages are validation (if failure results, a feedback loop to semantic
space and space of properties is necessary) and model building which will result in a physical
output from the analysis.
The Kansei model is powerful because it can be applied to both physical and intangible
products. It is a quantitative statistical model that aids in development by narrowing the
options, until the desired result is achieved.
2.3 Additional Quantitative Methods
Similarly, Quality Function Deployment (QFD), Voice of Consumer (VoC), and Conjoint
Analysis are additional methodologies that convert consumer’s implicit needs into
quantifiable metrics, as is supported by Lokman(2010). QFD ranks the consumer needs,
holds the engineering metrics, compares the competitor performance, while balancing
conflicts and showing relationships. VoC is generally used as an input to the QFD. Its role is
to assess market research to prioritize consumer wants and needs into a hierarchy.
Lokman(2010) suggests that conjoint analysis is a statistical method that enables
comparison of a feature set and how much consumers are willing to pay for them.
The fundamental difference between the Kansei model and QFD, VoC, and CA is that the
Kansei model is the only one that provides analysis of one’s implicit needs. On view,
expressed by Lokman(2010), QFD, VoC, and CA focus more on explicit needs.
Unlike the Japanese, who began using the method in the 1970’s, as a top-down model for
product development with the user experience at the center of product requirements, the
application of the Kansei Method is a relatively new development in European firms. To
ease the change in European product development a bottom-up application process is used,
as reviewed by Schütte(2008).
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5. State of the art design methods for emotions
3. State of the Art Methods for Emotional Design
The following section provides five examples of state of the art methods that apply in the
field of emotional design. To simplify the analysis, the different phases of design have been
grouped in 4 stages: definition, research, concept generation and evaluation. Some of the
methods are used for only one of the stage, while others can be used in several of them.
Critical review and adoption by the industry is discussed as well.
3.1 Desirability testing
The desirability testing method was invented by Microsoft and first analyzed by Benedek
and Miner in 2002. Contrary to the majority of emotional design methods centered in
research and evaluation, this method influences the design concept stage. The theory
behind this method is based on the human’s ability to set up first impressions and
emotional attributes at a first glance, when a particular product is shown. Therefore, it is an
easy and non-intrusive method of emotion collecting based on the aesthetic component of
a product, in contrast of the traditional post-experience methods such as interviews, as
proposed by Barnum(2010).
In practice, to enable easier deployment and analysis of the method, a set of cards are used
(commonly called product reaction cards) with phrases and words normally extracted from
a previous market research, as it is described by Barnum(2010). Participants pick the cards
that best match with the feelings and emotions that products or services have aroused on
them. With a simple statistical analysis, the five most used words are highlighted.
Apart from Microsoft in the 2002, Yahoo used this method to evaluate different visual
designs for its websites. More recent approaches have been developed and analysed by
Barnum(2010). A new call-center application was analysed in terms of interface aesthetics
and usability. It consisted in 56 cards with complete range from totally positive to totally
negative adjectives. 93% choices were positive and only 7% negative despite the fact that
the interface was completely new and no
further training was supplied to the users.
This over-expected successful result at
the new product evaluation stage
(expressed a as acquiescence bias by
Barnum(2010)) is an evident con of
desirability testing method. It can have a
detrimental impact on the final result in
comparison with other post-experience
methods, because of the enhanced
emotional factor of first impressions.
Keeping in mind that disadvantage, it is
recognised by the industry as a good
Results from desirability test applied to the launch of method to evaluate and understand
call center application. Comparison between the
current site and two options of design Barnum (2010)
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6. State of the art design methods for emotions
the aesthetic properties of a product and its emotional qualities and used commonly to
decide between two different branches of product design. As supported by Hawley(2010),
the design team therefore, can use this method to sharpen and enhance the emotional
response they want to arouse in the user, in a further redesign stage.
3.2 Experience sampling method (with feedback)
Experience sampling method is one of the more widely used methods for its capacity to
obtain information in the phases of research and definition. This method has its origins in
1983 with Larson(1983), and came from the field of social and behavioural science.
However, in 2008, further benefits were acquiesced and the model was updated to include
feedback to the user.
The aim of this method is to acquire the psychological procedures of the user “in situ”, it is
to say, trying to simulate the real life situation of the studied field, as argued by Forlizzi
(2008). Its distinctiveness lies in the fact that the recollection of behaviours and emotions is
done by the participant himself. The user is prompted to record data either in set
increments of time or triggered by a signal, giving room to technological innovations such as
mobile applications that facilitate the collection of information in the right moment by
means of images, writings or voice, as suggested by Hanington, Martin (2012).
This method is interesting because isolates the participant from any external output that
could lead into a change in his normal way of doing things. However the traditional model
was time consuming and required high commitment from the participants, which can drive
in irritability, slackness and incoherencies. To solve these problems, an evolution of
experience sampling method (ES+feedback) was carried out by Hsieh in 2008. In his
approach, Hsieh(2008) found that feedback could give compliance, defined as the number
of completed responses divided by the total number of items questioned. Feedback was
delivered by showing the collected data from the own user in order to make them feel that
information was more personal, relevant, and interesting. According to Hsieh(2008), with
this innovation in the traditional experience sampling method, a 23% increase in user
compliance was reported. Nevertheless, despite this welcomed increase, the study does not
give any solutions on how to improve the main problem of the experience sampling
methods; such as, humor changes and emotional disturbances caused by questions
interrupting the participant.
3.3 Generative research
Generative research is a multipurpose method that can be used for the first three phases of
design (definition, research, concept design). The theory behind it is based on giving the
participants the necessary tool kits to show emotions and sensations such as: text cards,
drawing, clay, etc..., as reviewed by Sanders(2000). Acording to Hanington(2007) Generative
research can be divided in two subgroups: projective and constructive.
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7. State of the art design methods for emotions
The projective methods are
commonly used to let the participants
freely express their emotions and
feelings through plastic or clay toys.
This model is especially useful in
eliciting feedback from children, who
are not able to express themselves
with words.
On the other hand, constructive
methods are commonly used in later
Projective method: clay toys made by participants asked to
represent feelings. Negative feelings were translated into
phases of concept development and
strange artefacts while good feelings were translated into make use of the “Velcro concept” or
symmetrical and recognizable shapes Hanington, Martin flexible modeling. This can be easily
(2012). understood by referencing the case
study performed by a cosmetic brand
regarding their bottles. Participants
were asked to show their
preferences by means of a tool kit of
translucent swatches and colored
underlay sheets, as reviewed by
Hanington(2007). Another example
(left) retrieved by Hanington, Martin
(2012) is a group of participants using
a modeling kit to propose desired
specs for a cell phone application.
Constructive method: modelling kits to propose desired
Generative research is focused to
specs to a new phone application Hanington, Martin (2012)
deeply understand user needs,
emotions, and desires. It is used
from concept development through creative activities as shown on in the above pictures.
However, one of the common problems found by the industry with the use of these
methods is to supply the participants with toolkits that give a wide enough number of
elements in order to not to limit their creativity, but at the same time, give and establish
enough constraints to extract useful results for the design.
3.4 Collage method
The collage method is a subtype of generative method. According to Sanders (2001) and
agreed by Stappers(2003), collages bring extremely rich source of information because the
participants can freely provide their vision, emotions, experiences and desires in a natural,
straightforward and visual way. This method, therefore, is key to analyse the internal
emotions of participants, taking into account that these are normally difficult to obtain from
other sources such as traditional polls or interviews. It is a method that significantly reduces
the possibility of obtaining biased information that occurs with the presence of an
interviewer. Hence, no emotional filter is expected during the realisation of the activity.
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8. State of the art design methods for emotions
Because of this, one of the main challenges of the method is to retrieve the hidden
information from the collage. In fact, sometimes it can be extremely difficult and it is often
necessary to undertake statistical methods like image and word concurrency or even more
sophisticated analysis such as the multidimensional scaling, as stated by Stappers (2003).
These later analysis has to take into account not only the content, but its shape and item
distribution through the collage an even element interaction.
Sanders(2001) suggests that one positive aspect of this method is that can be used together
with other methods to be able to analyse the design from different approaches such as
marketing, anthropology and participative design. The case study we are focusing on was
carried out in 2003 by the university of Delft and directed by Stappers. Three different
variations of the main method
(called central) were deployed:
computer assisted, symbolic and
mind map. The objective was to
find out which of these variations
could offer better performance
depending on the number of
created artefacts, the content,
and time efficiency. The central
method (which considers the
typical words and pictures
collage), found that the computer
Computer assisted collage performed by Delft University assisted method was much
Stappers(2003) quicker, but showed a lack of
creativity and richness due to the
intrinsic limitation of machines. The duration of the symbolic design was similar to the
central, but information was better structured. On contrary, this variation showed a lack of
deep information and anecdotes. Finally, the mind map required more effort from the
participants, as they had to build the content from scratch.
As a conclusion, and taking into consideration the high number of case studies found in the
literature, in can be asserted that collage is a currently used method by industry and relies
on its major advantage: non intrusiveness.
3.5 The love and breakup letters
The most innovative example is the love letter and breakup letter. They are two methods to
understand how a product influences in the state of mind of the participant. It is used to see
how people assess and what their expectations about a product are. In other words, this
method wants to extract the emotional connection of the product-user couple. Love letter
and breakup letter are opposite but complementary and their aim is to personify the object.
The target is to build a person-person emotional connection rather than a person-product
one. This is achieved by writing a letter to the product in order to remove the psychological
affective barriers of the person-product couple.
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9. State of the art design methods for emotions
Hanington, Martin(2012) propose that in the love letter, user is encouraged to show deep
feelings and emotional connections during the usage of a certain product while the breakup
letter emphasizes on bad emotional circumstances that made someone leave a product
behind.
The method works better in groups and it is crucial to gather all the information of
expression and nonverbal language during its reading, as suggested by Hanington,
Martin(2012). Although not mentioned by the author, handwritten letters could be
graphically analyzed to discard real feelings from over-acted feelings because of the
emotional nature of the exercise.
The method was developed in 2009 by Smart design and has represented a great success for
them. In fact, is being used in several projects that can which proves that is a truly state of
the art method. Nevertheless, due to its newness and private company origin, it is still rare
to find in the industry. It has not been possible to document any serious case study using
this method outside of Smart Design premises.
4. Conclusions
Conclusions and critical review has been done in each of the presented methods. Due to the
large number of characteristics and particularities, the authors have found convenient to
build a table highlighting the most important specs and findings on previous analyzed
methods.
Design phase # users type raw data emotion Inherent specs
Method Complexity
Concept generation
Widely adopted
State of the art
Non-intrusive
Small groups
Quantitative
Long (time)
Qualitative
Evaluation
Big groups
Simulated
Definition
Individual
Research
Artifacts
Creative
Speech
Images
Biased
Text
Real
Desirability testing
Experience sampling (fb)
Generative research
Collage method
Love and breakup letter
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10. State of the art design methods for emotions
5. Reference list
1. Barnum, C. & Palmer, L., (2010). More than a feeling: understanding the desirability factor in
user experience. Proceedings of the 2011 annual conference extended abstracts on Human
factors in computing systems 2011 proceeding, Vancouver, BC, Canada - May 07-12, 2011.
2. Hanington, B. & Martin, B. (2012). Universal methods of design: 100 ways to research
complex problems, develop innovative ideas, and design effective solutions. Beverly, MA:
Rockport Publishers, 2012.
3. Hanington, B., (2007). Generative research in design education: Emerging Trends in Design
Research (pp.1–15)
4. Hsieh, G. et al., (2008). Using visualizations to increase compliance in experience sampling.
Proceedings of the 10th international conference on Ubiquitous computing - UbiComp ’08,
p.164.
5. Larson, R., & Csikszentmihalyi, M. (1983). The experience sampling method. In H. Reis (Ed.).
New Directions for Naturalistic Methods in the Behavioral Sciences (pp. 41-56). San
Francisco: Jossey-Bass.
6. Lokman, AM. (2010). Design & Emotion: The Kansei Engineering Methodology. Faculty of
Computer and Mathematical Sciences Universiti of Technologi MARA (UiTM) Malaysia.
7. Osgood, CE., Suci, GJ., Tannenbaum, PH. (1957). The Measurement of Meaning. The Board
of Trustees of the University of Illinois.
8. Sanders, N., Elizabeth, B., (2000). Genereative tools for CoDesigning. In proceedings of
Codesigning 2000 (pp. 3-12)
9. Sanders, E. & William, C., (2001). Harnessing people’s creativity: Ideation and expression
through visual communication. In Focus groups: Supporting effective product development.
Langfor J and McDonagh-Philp D (Eds) Taylor and Francis,. 2001
10. Schütte, S. (2005). Engineering Emotional Values in Product Design: Kansei Engineering in
Development. UniTryck, Linköping.
11. Schütte, S., Krus, P., & Eklund, J. (2008). Integration of Affective Engineering in Product
Development Processes. European Conference of Kansei Engineering. Retrieved from
http://www.ep.liu.se/ecp/033/054/ecp0803354.pdf
12. Stappers, P. & Sanders, E., (2003). Generative tools for context mapping: tuning the tools.
Design and Emotion journal.
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