From the course: Designing Emotion: How to Use Design to Move People

Unlock this course with a free trial

Join today to access over 22,500 courses taught by industry experts.

The emotional rollercoaster

The emotional rollercoaster

(upbeat piano music) - Have you ever seen a roulette wheel with the number tracker on the side? What's the relevance of the number tracker? The odds are the same from roll to roll. It's because, as humans, we seek story, we're looking for pattern, and when there is no obvious story, we'll insert one. So, what's the impact on design? Well, if we know our audiences are seeking story, they're going to be experiencing our designs and fitting it in to a story that they create. The question is, what part of the story are we telling them? Now, usually, we tell them the end state of that story, right? We tell them the part where our brand or service is making their lives better, but that's just one state, it's just one scene. There is no emotional resonance in just the end state. The emotional resonance comes in the up and down. Lemme show you. American author Kurt Vonnegut will tell you that all stories can be graphed. So, let's take your average relationship story. A person's going along in…

Contents