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Relation between user and product/brand

This paper explores the intricate relationship between users and products/brands, emphasizing the crucial role of emotions in crafting the best possible user experience. It discusses how both positive and negative emotions—such as fear, sadness, and anxiety—can evoke rich experiences and contribute to meaningful connections. By examining emerging literature and insights from the International Conference on Design and Emotion, we highlight the importance of authenticity and the shift from traditional perceptions of user experiences. Companies leveraging authentic emotions can design narratives that resonate deeply with users.

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Relation between user and product/brand

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  1. Relation between user and product/brand Best possible user experience?

  2. Emotions play a central role Emerging body of literature on how to evoke positive emotions with products International Conference on Design & Emotion

  3. frustration fear sadness

  4. Positive and negative emotions Rich experiences Negative emotions Positive emotions

  5. So what do negative emotions contribute? Subjective transformation Emotions momentarily change how our bodies and minds work, with effects on our muscles and nerves, and on memory, thoughts, perception of time and space, focus, and preferences. This has a huge impact on our experience.

  6. 1. Problem statement Fear ‘Alive’ Intense In-the-moment

  7. 1. Problem statement Sadness Calm Significant Connected

  8. Why are rich experiences interesting for design? Meaningful relationships Negative emotions make experiences more interesting and engaging, and are a key element in meaningful relationships

  9. awe sadness anxiety reluctance

  10. Why are rich experiences interesting for design? • Meaningful relationships • Negative emotions make experiences more interesting and engaging, and are a key element in meaningful relationships • Authenticity • In user contexts that inherently involve some form of negative emotions (and there are many), it is better to work with the existing negative emotions than against them

  11. Authenticity

  12. Authenticity

  13. Authenticity

  14. Implications • Companies have surpassed the traditional positive-negative dichotomy to build stronger relationships with users • The boundary between products and ‘entertainment’ has blurred. • Product experiences are being designed like a storyteller composes a narrative

  15. Discussion

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