Design It Emotional

Emotions in Graphic Design and How to Spark Them

Caldas Sara

In this book, the author presents the perspectives of several authors and designers on how to achieve an emotional graphic design. Even though they are not absolute truths and there is no guarantee that if a designer follows those principles people will be emotionally attached to the work, they will certainly bring them closer to that. Emotional design is a design that reflects on the crucial role emotions have in the human ability to understand the world, promising to enhance the quality of life of its audience. A successful emotion-driven design improves the relationship between the audience and the "product", creating deep emotional bounds between the two. There are already many theories talking about emotional design in product design, industrial design, and even web design. But what about graphic design? This book aims to bring the graphic designer closer to delivering an emotion-driven design.

About the Author

Sara Caldas is a Portuguese graphic designer based in Barcelona. After obtaining a Bachelors Degree in Communication Design at the School of Fine Arts of the University of Porto, she moved to the Barcelona (Spain) to enrol in a Masters Degree at the prestigious ELISAVA design school under the same topic. Her final project was awarded the Silver Category at the 3rd ELISAVA Professional Edition Awards '15. Currently working as a Visual and UI Designer, she designs intuitive digital platforms for some of the most important banks and insurance companies in Spain, as well as for the European Commission.

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