Achieve Business Growth with science-based Emotional Design Strategy
Consulting, Trainings & Keynotes
Don‘t Tell. Make Them Feel!
Translate Emotions into Performative Design
Guess-driven design leaks value at launch. If emotions lacks focus, products lose their appeal and profits decline.
Our science-based methods validated, pinpoint emotional design and articulate the exact emotions your audience needs. By translating these insights into clear, performative design, we replace subjective guesswork with measurable business growth.
We empower executives, marketers and designers to create the impact you desire. Our focus is on engineering the most effective emotional design strategy to align with your business objectives to drive:
- Differentiation
- Customer loyalty
- Brand-value fit
Brands and products stand out by how they make you feel – not by what they say.
Empowering Leading Brands to Drive Success
Accelerate Growth with Emotional Design
Empowering Leaders to Master Emotion
Design Consulting
End-to-end guidance that embeds emotional design in your strategy and delivers measurable uplift.
• Distinctive brand positioning
• Empathy-driven design
• User-centred innovation sprints
• Cross-functional alignment
• Emotional design performance
Trainings & Workshops
Hands-on sessions provide teams with methods and processes to apply emotional design strategy.
• Deep-dive into emotional design
• User-centric methods
• Emotional design strategies
• Expert coaching
• Immediate application
Inspiring Keynotes
High-energy talks that unlock fresh perspectives and actionable tactics on emotional design.
• Visionary insights
• Latest research highlights
• Practical takeaways
• Emotion-engagement hacks
• Strategic alignment cues
Level up Your Design & 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
Emotional Design ROI
Design to Move Markets
Emotions are the universal code of humanity. Every consideration, decision and purchase starts with a feeling.
Since 2010 we have been investigating how color, material and form influence emotions and - in a direct result - consumer behaviour. Our science-based methods let you measure a concept’s emotional impact before launch. To replace subjective guess work with data and steer design decisions toward profitable action.
- Predict market impact early
- Express brand identity with surgical clarity
- Translate business goals into design cues
Whether you engage us as consultants, trainers or speakers, we equip your team to build and run the most effective emotional design strategy.
KEY QUESTIONS WE ADDRESS:
"How do we express our brand’s core emotion?"
"Which emotions drive top competitor designs?"
"How do we turn business goals into design cues?"
"Which details signal our brand values?"
"What impact will this design have on users?"
"How do we measure performance before launch?"
Cross-Cultural Design Resonance
Consider cultural differences in design perception and develop strategies fitting your product portfolio and specific market.
Align Your Emotional Objectives
Balancing functional requirements with emotional impact in product features.
Targeted Communication of Emotions
Create a common language for emotions with a clear framework and wording between teams and design output.
Designing Emotion
Psychology-Powered Methods
Since 2010 we’ve spent 8 000 + research hours at the nexus of psychology, design and emotion. Beginning at the University of Applied Sciences Schwäbisch Gmünd and expanding through live collaborations with experts from neuroscience, psychology and behavioural research.
From that work, we built a systematic approach that turns emotions into precise action.
These science-based methods let us craft pinpoint strategies and de-risk every design decision.
Value Cards
Emotion Grid®
Emotional Journey Map
Key IDs
Design Elements
„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 Emotional Identity
Lab Genesis
Successful design isn’t a matter of taste. Since 2010, it has been our mission to explore one question: How can we influence behaviour by shaping emotions? That curiosity pulled psychologists, designers and strategists around one table, forging the award winning design agency hochE to drive deep-rooted transformation.
Thousands of research hours and wins later, we gave our engine of innovation its own stage: The Design & Emotion Lab. Here we create science-based strategies to turn emotions into predictable action. Our knowledge and methods power hochE projects worldwide, pioneering emotional strategic design for global brands. To ensure every product decision strengthens a holistic bond between brand, product and user.
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.“
