Unbalanced the routine and combine things!

“Scientists can invent technologies, manufacturers can make products, engineers can make them function and marketers can sell them, but only designers can combine insight into all these things and turn a concept into something that’s desirable, viable, commercially successful and adds value to people’s lives.”-Design Council

When we think of something for people, some of us think in stimulating the senses of the people and this is creating products or services useful, usable and desirable that allows us later to tell true stories.

Starting with the collection of insights of the real needs of the people some interdisciplinary teams may give rise to a great idea and get to the construction of a concept that allows the design of an experience “unique” to propose to clients.

These are emotions, experiences that are established based on specific beliefs and perceptions that we have established at some moment in our life.

Emotions disturb the usual balance of our routine because it is a complex psycho-physiological experience of a person that involves “physiological arousal, expressive behaviors and conscious experience”.

When we do a research on the behavior of people with a view to the proposal for a significant experience for them, we should not forget that emotion is associated with mood, temperament, personality and motivation.

While the motivations are the energy and direction of behavior emotions provide the affective component.


By our own experience we know that some emotions occur in a short period of time and others can last for years and we know that there is a difference between the emotion and the results of the emotion, principally with regard to emotional expressions and behaviors.

It is also true that not everyone behaves the same way against a particular emotional state, for example, not everyone flees when feels threatened and not everyone cries when he is sad.

How can we create a comprehensive emotional impact in an ecosystem or extended group of people?

An emotion is a response from our understanding of the situation.

Emotions are triggered by personal beliefs. The fear is based on the belief that we are in danger and pleasure is experienced when we believe that we have some value, that is, each emotion is a specific response to a particular type of trial. 

“All emotions presuppose or have as their preconditions, certain sorts of cognitions – an awareness of danger in fear, recognition of an offense in anger, appreciation of someone or something as lovable in love. Even the most hardheaded neurological or behavioral theory must take account of the fact that no matter what the neurology or the behavior, if a person is demonstrably ignorant of a certain state of affairs or facts, he or she cannot have certain emotions.”- Solomon

This difference in behavior can be very important in the results that we obtain when we propose an experiment on people.

In a simplistic way we can consider that there are complex emotions, which may arise with cultural conditioning, and basic emotions. These basic emotions can eventually blend to form an enlarged image of human emotional experience. For example disgust and anger could mingle with contempt.

Today with the spread of technological channels may seem simple to influence people’s behavior towards the lead to acceptance of our proposed experiment and its consequent activation that will facilitate the expression of positive emotions.

However, many projects fail because people don’t understand what factors lead to behavior change, i.e. so that a particular behavior can happen, a person must have, at the same time, a proper motivation, be sufficiently capable and possess an effective trigger. Only by combining these three factors will be a desired behavior.

The context in which people are situated, the challenges which they are proposed, the means of communication available and the existing sense of community are factors which may facilitate or block our proposals of emotional experience.

Co-create experiences is a good way of having success in this adventure!

Do you want to comment?



4 Responses to How do I propose an emotional experience with meaning?

  1. John W Lewis says:

    This is very well described and addresses an very important area. Another excellent post, José!

    However, is it realistic to treat aesthetics and emotions quite so separately from other elements?

    Perhaps this is something to think (and feel) about!

    • Jose Baldaia says:

      Hello John!
      Thank you for your important coments!
      I agree with you! It is not realistic to do it separately from other elements. When I said “in a simplistic way” i want to say without talk about all the interactions and interdepences on our complex system of life. My intention was talk about those relevant points as a way to do some reflection.
      I thank you too for the leverage to talk about this elements with other depences we have in real life!

  2. Sandra Toledo says:

    Hi José,
    I read your posts frequently and I find them very interesting, way to go!.
    I have a special interest in this topic regarding emotional experiences in design.
    I share your ides regarding the importance of emotions and collaboration to provoke more positive behaviors. However, I believe culture has a major role in the decoding of emotional displays, as the different preferences of communication are linked not only to the “expression” of the individual emotion (coming from personality and the cultural background) but also, influences the interpretation of other people´s display of emotions that would lead into a different response (behavior) from the individual, according to what is accurate or not in his/her culture rules.
    I believe culture rules may have a wider range of influence in the decision of what is the proper behavior to take on a complicated situation and even more important the way the emotions resulted from it, are going to be managed and display to others.

    • Jose Baldaia says:

      Hi Sandra!
      Thank you for your comments!
      I agree with you when you say “culture has a major role in the decoding of emotional displays”. But fortunately the mixture and intersection of cultures brings new and broader horizons, releasing people from some “prejudices”.

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