Designology A Designer Is A Scientist Who Creates An Emotional Connection Between A Brand And Its Audiences

DESIGNOLOGY. A Designer is a Scientist who creates an Emotional Connection between a Brand and its Audiences

Design is an essential element of business. It maximises the work of internal and external experts. It brings focus to foresight, ideas to innovation and expression to marketing. In short, it helps companies grow and prosper. Yet many businesses ignore the potential of design. They fail to make full use of the competences and skills designers have to offer. One reason for this is that there is no established academic science of design. This book takes steps to fi ll that gap by offering its own design science – a science called Designology. Designology should embrace a wide range of disciplines, from neuroscience, psychology and sociology to anthropology, ethnology and behavioural science. This book, however, decides to focus on just two of these disciplines – neuroscience and psychology – to demonstrate that design is a science rather than an art, and that designers equipped with the knowledge they offer can provide a credible, expert and, above all, effective contribution to any business. Designology – the science of connecting a brand to ist audience.

DESIGNOLOGY. A Designer is a Scientist who Creates an Emotional Connection Between a Brand and Its Audiences

Emotions by Design

Why do some products become beloved while others are quickly forgotten? Design profoundly shapes our lives, often in unnoticed but significant ways. Every design-from simple everyday products to complex systems and services-elicits emotions that influence our decisions, behavior, and well-being. Yet, the emotional dimension of design remains underexplored, leaving a wealth of opportunities untapped. This book addresses this gap, revealing how designers can harness emotions to create products and services that users genuinely love and can't live without. Targeted at designers, marketing & innovation professionals, and students, the book offers practical tools and methods to integrate emotional insights into the design process. Readers will learn to navigate the fundamental human needs, choose the right emotion to spark behavior, create emotion blueprints, and resolve need clashes. Through real-world case studies, foundational research, and hands-on exercises, it equips readers to move beyond functionality and aesthetics, creating designs that resonate deeply with users. With over 30 years of combined expertise in design, emotion research, and consultancy with global brands, the authors provide a comprehensive framework grounded in scientific theories and practical applications. The book stands out by using the science of emotion to connect practical design considerations to humanistic principles.