"The satisfaction of emotional needs is just as important as functionality. With 'Designing Emotion', Mareike Roth and Oliver Saiz attempted to explain emotion rationally. A bold but necessary mission."
— Hartmut Esslinger, founder of frog
Emotions are the invisible driving force behind successful designs. They determine whether we love, trust, or ignore a product. Many design decisions lack a structured emotional approach. Designing Emotion integrates emotions into the design process and provides the missing method—scientifically grounded, methodically structured, and immediately applicable.
Using methods from psychology, neuroscience and design strategy.
A proven method for systematically designing emotions
Make informed design decisions instead of relying on intuition.
Used with and by leading brands and design teams worldwide
"(…) it’s about an object in space that communicates something. I’m curious to see what can be conveyed in a targeted way by a certain combination of materiality, color, form, and function."
Alain Blind
Director Corp. Industrial Design
"To address our customers, to reach them, we need emotions from the very beginning and in all phases. First, we ask ourselves, Does the theme grab us? Does it make us curious or speak to us?"
Liz Wagenhoff
Designer
"For me, emotion means first taking the client’s essential nature absolutely seriously, and designing products in such a way that they do maximum justice to his or her personality traits."
Stephan Niehaus
Head of Corporate Design
Use Emotion-Driven Strategy: A Smarter Way to Design
No more guesswork – The Emotion Grid® offers a structured framework for emotional design choices on point.
Strategic alignment – Move beyond subjective opinions to data-driven emotional insights.
Better stakeholder communication – Bridge the gap between design, marketing, and leadership with a shared emotional vocabulary.
Experience Emotional Power: Emotion Grid® & Design Elements
Differentiate in the market – Stand out of the crowd through emotion-based strategy, branding and product aesthetics.
Predict emotional design impact – Reduce revisions and strengthen brand consistency by understanding the emotional impact of design.
Scientifically translate emotions – Transform strategic alignments straight into design parameters such as material, color, and form.
Achieve the Full Business Impact of Emotional Design
Higher conversion rates – Get ready to boost your customer engagement and sales with emotionally resonant products!
Brand loyalty at its strongest – Emotionally resonant designs build trust, drive excitement, and strengthen brand loyalty.
Faster decision-making – Emotion-driven design transforms your approval processes: Faster. More efficient. Less rework.
”The benefit? Insight, sensitisation, scope for action, better design.“
– Armin Scharf, Design Journalist
”A must-read for every serious designer. This book marks the beginning of a long-overdue professionalization of designed emotion.“
– Tanja on Amazon (DE)
”This is an absolute must for every professional designer!“
– Siegfried on Amazon (DE)
”Well-founded and inspiring!“
– Anna on Amazon (DE)
”Designers who rely on the ‘Design Elements’ and the Emotion Grid will underpin their designs with strong arguments based on scientific findings.“
– Achim Schaffrinna, designtagebuch.de
”Finally a book that deals with unanswered questions in product design. Extremely helpful and enriching for designers“
– Philip on Amazon (DE)
Are you ready to take your design skills to the next level and start using emotion strategically? We’re here to empower you every step of the way.
Order the book – Learn the systematics that changes how you approach design.
Join a workshop – Get hands-on training in applying your emotion-driven strategy.
Partner with us – Let’s transform your design strategy—where emotion meets measurable success.
