Design Is Storytelling Design Is Storytelling Paperback

“Why would you buy one pair of shoes instead of another? A runner will focus on comfort and ergonomics. A vegan will focus on materials. A bridesmaid will be searching for an awful shade of peach. Not all choices are so pragmatic, however. A pair of shoes could also trigger emotions, such as longing, lust, or painful memories of high school… Designing for emotions requires thinking about how users will anticipate an experience and how they will remember it later. Will visitors to a hospital recall the warm fabrics and soft lighting of the waiting room or the harsh glare and sharp disinfectants? Will tourists who used a travel app remember how easy it was to find a train schedule, or will they recall a fake hotel review and a clumsy login process? Designers tap into people’s emotions to trigger feelings of delight, desire, surprise and trust.”

— Ellen Lupton, Design Is Storytelling