"Emotional Design"
According to Donald Norman (2006), emotional design refers to why we like or dislike objects.
In other words, emotional design is what happens when a user creates an emotional bond with a product beyond its functionality, perhaps because they find it attractive or because the aesthetics of the product evoke nostalgia, triggering reminiscence, which creates a deeper bond, establishing a true emotional connection.
The goal is to create a design that is people-oriented and fosters a deeper connection with them. This is achieved through a communication process. In it, a message is conveyed through design and must be transmitted clearly to generate an emotion in the user.
This is about designing products and services that create an experience that provokes emotions in customers, generating a relationship of trust between customers and the company.
In essence, people feel more connected to products or services with which they have formed an emotional bond.