Emotions aren't just an aspect of design — they're the foundation of its success. At the Design & Emotion Lab, we specialize in a holistic system of emotional design methods. By combining science and creativity, we classify, understand and translate emotions into actionable strategies that deliver measurable impact.
Design isn't just about what people see. It's about how they feel. Research shows that emotions influence 92% of daily decisions and 100% of purchases. Successful design taps into these emotions to create experiences that resonate deeply with users.
By leveraging user-centered design processes, effective design methods, and design psychology, we help businesses translate customer needs into actionable design principles. Since 2012, we empower companies around the world to create emotionally engaging designs that build lasting loyalty.
Systematically classify and understand user emotions, brand character and design effects.
Use practical frameworks and scientific methods to visualize emotional motives and build breakthrough strategies.
Translating emotional insights into targeted processes and design principles to make an impact in the real world.
Over the past decade, we've developed a suite of tools and techniques forming a cohesive system for actionable emotional design. Each method complements the others, ensuring exceptional results.
The Emotion Grid® is a topographical map of emotions that makes abstract values like brand character, audience needs, and competitive positioning visible and actionable.
How it works:
With the Emotion Grid®, brands can translate emotional insights into scalable, effective strategies.
The Design Elements are our scientifically validated framework that maps forms, colors, and materials to universal emotions.
What it delivers:
This method ensures every design decision reflects the desired emotional outcome, elevating both aesthetics and functionality.
Our Value Cards distil 212 emotions and values into a simple, collaborative framework.
Applications:
By simplifying complex emotions, the Value Cards help teams clarify and align on the emotional core of their designs.
The Emotional Journey Map visualizes motives, needs, and fears to reveal how emotions influence on specific touchpoints.
What it delivers:
Mapping emotional pathways enables innovators to align their designs with user needs, ensuring decisions resonate deeply and drive meaningful outcomes.
Our Key Identities framework features 36 distinct emotional profiles, each integrating motivators, core values, and emotions from the Emotion Grid®.
Why it matters:
This approach ensures that every element of your design reflects a cohesive emotional identity.
Every project is unique—that’s why we develop exclusive, client-specific methods upon request. By analyzing your challenges and uncovering structures, we create tools and processes precisely tailored to your needs, ready for practical implementation.
„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 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
„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
• EXECUTIVES: Create a brand identity that drives new levels of customer loyalty and employee engagement.
• MARKET RESEARCHERS: Translate consumer behavior data and field insights into actionable design strategies.
• DESIGN LEADERS: Shape visionary design strategies and empower teams to create emotionally resonant experiences.
• MARKETERS: Deepen audience trust and elevate your brand's emotional relevance across all touchpoints.
Our validated methods ensure efficiency, cost-effectiveness, and results that are measurable and meaningful.
Since 2010, we’ve perfected a holistic system of emotional design methods. Whether defining your brand’s emotional identity, enhancing your user-centered design process, or aligning designs with customer needs, our approach ensures clarity, direction, and exceptional results.
Ready to translate customer needs into impactful design principles? Let’s work together to create designs that inspire, connect, and succeed.
