You may have seen a product or design that not only attracted your eyes but touched your heart. Something that made you feel, “This is made just for me.” This is exactly the core purpose of emotional design. A design can be a solution in any context, but when it touches your emotions, that’s when it truly becomes magical. But the question is, how do we blend design with emotions to create a deep connection with people?

Emotional design is not just about visual presentation; it is a way to build a deep connection with the user’s mind, mentality, and emotions. In today’s discussion, I will try to explain how emotional design in Bangladesh transitions a product into an emotional experience and how it creates long-term relationships with users.

Emotional design is a concept that influences the user’s emotions and experiences through design. It’s a design approach that leaves a lasting impact on the customer beyond the product or service’s functionality. The term was first coined by UX design industry legend Don Norman. According to his theory, emotional design operates on three levels — Visceral (initial reaction), Behavioral (practical reaction), and Reflective (deep mental reaction).

1. Visceral Level (Initial Reaction):

This is the level where we are primarily influenced by the visual and physical beauty of a design. When a product or design appears beautiful and attractive to us, it has a positive impact on our minds. Here, appearance and sensation play the most important role. For example, an app’s attractive interface or the shiny packaging of a product can instantly make us feel happy.

2. Behavioral Level (Practical Reaction):

This level is related to the effectiveness and usability of the design. If the design is easy and effective to use, it enhances the user’s experience. If users can easily use a product or design and it meets their needs, it becomes more enjoyable for them. For example, if a website is easy to use and fulfills the user’s purpose, it creates a positive experience.

3. Reflective Level (Deep Mental Reaction):

This is the emotional level where users reflect on their personal relationship and mental experience with the product. The design becomes connected to their values, memories, or a special part of their lives. This creates a longer-lasting and more impactful emotion. For example, a specific brand’s product may be associated with a special memory in the user’s life, deepening their relationship with that product. A good example of this is how many people, whether from rural or urban areas in Bangladesh, jokingly mention how they miss the traditional water jug (Bodna-বদনা) while traveling abroad. Although not everyone uses it, the reflective level has reached the point where it emotionally connects with Bangladeshis.

The Connection Between Bangladesh’s Culture and Emotional Design:

Bangladesh’s culture is deeply rooted in tradition and emotion. Here, fashion, handicrafts, and local products are often intertwined with culture and tradition. For example, Nakshi Kantha, Jamdani saree, or clay products — these designs not only bring joy to the eyes but also create an emotional bond with heritage and roots.

Let’s take Nakshi Kantha as an example. It’s not just an artistic item; it’s woven with the stories of rural Bangladeshi women’s lives. Every stitch, every color, and every design is an expression of emotion. This is where the power of emotional design lies. It not only allows customers to buy a piece of cloth or handicraft, but it helps them create a deep connection with culture.

The Influence of Emotional Design in Branding and Advertising:

In Bangladesh, the tendency to use emotional design in branding and advertising is increasing day by day. For example, consider a Grameenphone ad campaign, where the story revolves around a family connecting with each other through the internet. In such ads, the focus is more on relationships, emotions, and social connection than on technology. Emotional design is used here to make the product not just a service, but an emotional experience.

Additionally, brands like Aarong highlight the stories of rural women’s employment through their fashion and handicraft collections. It’s not just about selling a product, but rather telling a human story, which is the most effective strategy for building emotional connections with customers.

Emotional Design in Fashion and Handicrafts:

Emotional design has long been used in Bangladesh’s fashion and handicraft industries. For example, the Jamdani saree is not just a piece of clothing; it is a symbol of heritage. When a woman wears a Jamdani saree, it’s not just a garment but a part of her cultural identity and pride. The emotions conveyed through the design attract the user more deeply.

Emotional design plays an essential role in Bangladesh’s cottage industries and handicrafts. Each product tells a story. For example, various clay items or jewelry from Bangladesh are not just aesthetically pleasing but also represent local history, culture, and emotions.

Emotional Design in Digital Products and UX:

In recent times, the use of emotional design in digital products and services has been increasing. Various digital platforms in Bangladesh (such as online shopping apps, mobile banking apps) are utilizing emotional design to connect with their users. For instance, the design of the bKash app is very simple and user-friendly, but the emotions created through its advertisements and campaigns revolve around solving financial problems and offering an emotional experience of instant transactions. It’s not just a service; it is becoming a part of people’s lives. This is an extensive use of emotional design in the UX sector, and there are many case studies on this. Since I plan to write more about this, I won’t go into detail here.

In the context of Bangladesh, emotional design is not just a new design concept; it is a powerful perspective that deserves significant discussion. Through our local industries and products, emotional design has the power to touch people’s emotions and connect with their minds. When design merges with emotions, it becomes not just a product but a story. And since humans are emotional beings, any design ultimately becomes part of emotional design.

Reference:

1. https://www.interaction-design.org/literature/topics/emotional-design?srsltid=AfmBOor-vjveqy9ilqU9K8rITWGZwrbexe9YV_ysC2N61U3oKP7bt2ER
2. www.youtube.com/watch?v=YNHT_nCYXr0
3. https://www.nngroup.com/books/emotional-design/
4. https://en.wikipedia.org/wiki/Emotional_Design
5. https://bootcamp.uxdesign.cc/how-emotional-design-can-make-your-products-unforgettable-a26dccb2994a