Achieve Business Growth with science-based Emotional Design Strategy.
Consulting, Trainings and Keynotes.
Don‘t just tell Them. Make Them Feel!
Translate Emotions straight into Performative Designs.
Designs often fail because they don’t evoke the right emotions or lack clarity in their message and communication. We ensure that design outcomes are precisely aligned with your business objectives to drive:
- differentiation
- customer loyalty
- brand value fit
Triggering specific emotions in design can be high-risk and ineffective with subjective guesses. Connecting with your audience through emotional design becomes a gamble without a validated emotional language.
Create the impact you desire with the most effective emotional design strategy. Transform subjective battles of opinions into scientifically validated and effective executions.
We empower executives, marketers and designers with science-based strategies and methods to identify and articulate emotions with precision and nuance. Achieve business growth and full alignment between your brand’s message, audience’s perception and the emotional design impact.
"Brands and products differentiate not by what they say; it's how they make you feel."
Empowering Leading Brands to Drive Success.
To the Top with Emotional Design.
Empowering Leaders by Mastering Emotions.
Design Consulting
Full support through the emotional design process. We work with you/your team to develop a guideline tailored to your business objectives. Seamlessly incorporate emotional design into your overall strategy.
✓ Brand Differentiation
✓ Empathy-Driven Design
✓ User Centred Innovation Boost
✓ Cross-Functional Alignment
✓ Emotional Design Performance
Trainings & Workshops
Master the challenges of emotional design with our professional trainings and workshops. With methods and processes, we help you embed an emotional design strategy at the heart of your business.
✓ Deep Dive into Emotional Design
✓ User-Centric Approach
✓ Emotional Design Strategies
✓ Expert Guidance
✓ Real-World Application
Inspiring Keynotes
Our keynotes provide deep insights into research and best practices in emotional design. Participants leave with insights they can immediately apply to their design processes to enhance emotional engagement.
✓ Inspiring Vision
✓ Expert insights on Emotional
✓ Design Practical Takeaways
✓ Connection with User Emotions
✓ Strategic Alignment
Level up Your Design and Emotion Expertise.
Designing Emotion - Methods and Strategies for Designers.
- Provides professional design instruments for influencing emotions
- Includes some of our most powerful methods: Design Elements and Emotion Grid©
- With illustrative product analyses
- Interviews and case studies show insights into the design practice of successful companies
Why Invest in an Emotional Design Strategy?
Appealing to the Right Emotions, Design Leads to Desired Behavior.
Design has an unconscious but significant impact on our behavior. That’s why emotions are the most fundamental code on that planet. Emotions are universally accessible, make us feel and drive all our actions.
Since 2010, we have been studying, observing and evaluating human perception and behavior in the context of design. Understanding emotions, evaluating the emotional quality of design, and creating it in a specific direction are the most powerful keys to successful products.
By using science-based methods and validated knowledge, we help you to make the best decisions, predicting the impact of your design output and addressing specific emotions.
Whether as consultants, trainers or speakers, we share our expertise to empower you to develop the most effective emotional design strategies.
KEY QUESTIONS WE ADDRESS:
"How do I express the emotional identity of my brand?"
"What emotions drive successful competitor design strategies?"
"How do I translate business terms into design concepts?"
"Which design details convey specific brand values?"
"What effect does the design have on the target audience?"
"How do I make design requirements precise and performance measurable before they go to market?"
Ensure Design Resonates Across Cultures
Consider cultural differences in design perception and develop strategies fitting your product portfolio and specific market.
Align Features with Emotional Objectives
Balancing functional requirements with emotional impact in product features.
Enable Better Communication for emotions
Create a common language for emotions with a clear framework and wording between teams and design output.
How to Design for Emotion?
Design Psychology and our Scientific Methods.
Researching the nexus of psychology, design and emotion has been our constant motivation since 2010. Our journey began with design research at the University of Applied Sciences Schwaebisch Gmuend. Since then, we have continued to rely on the latest scientific findings, maintain active exchanges with experts from neuroscience, psychology and behavioural research.
On this journey, we have developed scientific methods for the interface between design and emotion and established them in our processes. To date, we have invested over 8,000 hours of our own research into methods such as Emotion Grid®, Emotional User Journey or the Design Elements. All with one goal: to create pioneering design strategies and pinpoint designs.
„Design and emotion everyone talks about it, no one could convey it - many thanks to Oliver and Mareike for their well-founded and stimulating fundamental work!“
Yves Ebnöther, Senior Lecturer & Researcher ZHAW Zurich
"Mareike and Oliver are developing a method of systematically transferring brand theory into meaningful practice. With great passion for the topic, they succeed at the interface between rational analysis and emotional creation to provide a comprehensible justification for the expression of today's or future product worlds."
Stephan Niehaus, Head of Corporate Product Design - Hilti Corporation
„It was simply a great and unforgettable teamwork. Chapeau!!!“
Pierre Cedric Senghor, Group Design Management - Volkswagen Group
„The result of our collaboration with Mareike and Oliver is a holistic solution that is unique in the market. Through the combination of target group perception and translation into design, we were able to make concrete recommendations for our client’s product strategy. Furthermore, it is simply a pleasure to work with Mareike and Oliver. “
Bastian Verdel, Managing Partner StraightONE GmbH
"Mareike and Oliver have shown that design is more than just personal preference and that there is more science behind it than most people are aware of. The collaboration has always been very supportive, and you can tell that Mareike and Oliver are very passionate about what they do."
Stephan Eberhardt, Global Procurement Projects & Logistics - AL-KO GmbH
„The process and methods of Mareike and Oliver helped us to improve the internal communication of the design. In particular, to communicate the emotional design language of the new products internally in a scientifically sound way.“
Peter Weiss, Project Manager Technical R&D - Staedtler Mars GmbH & Co. KG
Designing Emotions.
Our Story.
Can subjective taste be the recipe for successful, revenue-generating, user-centered design? We definitely think no.
When we set out to explore the intersection of psychology, design and emotion, we were driven by curiosity and a thirst for research. We wanted to understand why people decide for or against a particular design. What makes them tick, how they think and how they act. We wanted to know how we can affect behaviour by designing emotions with pinpoint accuracy.
For this purpose, we conduct extensive research at the intersection of design and emotion. Our starting point for an insatiable curiosity about psychological models and influencing factors, interdisciplinary collaboration and a deep-rooted desire for transformation.
That focus has led to the development of scientific methods, the writing of fundamental works, the founding of the award-winning design agency hochE.
We have been pioneering emotional strategic design at the intersection of design and emotion for international companies. And most importantly, we create holistic relationships between brands, products and their users.
Mareike Roth
Design Psychologist
"What could be more exciting than the question of how people behave, feel and decide within their environment? So after years of experience as a designer, it seemed only logical for me to study psychology. The perfect symbiosis. While psychology explores the why, design investigates the how."
Oliver Saiz
Emotional Design Strategist
„Being a detective was an unfulfilled desire for me. Today, I combine my analytical passion with creative energy and psychological essences to create Emotional Design Strategies. In addition, our scientific methods transform unconscious emotions into effective designs. A key that can unlock almost anything.“