Chapter 4: Emotional Engagement

I was most interested in the section of this chapter that dealt with the personal touch. Getting a had written letter has always been a delight for people but the more communication become digital, the more that personal touch will matter.

It almost seems like getting something personalized means more now just because it is so rare. To get something personal from a  digital source like Wufoo is particularly striking. The irony of it almost strengthens the impact.

In the sports world it would be great if you could track the users on your site and email list who most interact with your communications, or maybe who donate the most money or buy the most tickets and write them a note like the one Wufoo sent out. Getting something like that from the athletic director or a coach would mean a lot to a fan and cement the loyalty of an already valuable user.

The chapter also sent a lot of time discussing the mail chimp mascot and it occurred to me that athletic departments are missing out on a chance to use their mascots in a similar way. OU could use their pony mascot in a similar way to mail chimp to personalize and humorize peoples’ interactions on the site. I would imagine they could get similar reactions that mailchimp got. They may even get more positive responses because people are way more emotionally tied their favorite sports teams than they are to a web site. This is definitely an idea that I am going to hang onto for the future.

Originally posted at Wes Moody PR Publications

Designing for Emotion, Chapter 4

This chapter in Aaron Walter’s Designing for Emotion has all to do with how to engage the audience emotionally. I found this chapter very interesting because it talk about a way to think about the designs you create in a new way. In this chapter Walter talks about the emotion or surprise or delight as useful tool to make your designs more memorable for the user. When a user finds something by surprise they connect that positively to what they are using. He used the example of Photojojo’s website to show this. On this website there is a lever that says “Do not pull,” which of course makes the user want to click on it and then it shows the description of whatever product they are looking at. I found this so clever! The use of reverse psychology and creativity turned something that could have just been typed to the side of the picture into something memorable.

Another thing this chapter talked about was priming, which is when a person is exposed to a stimulus that in turn shapes their response to another stimulus. The example he used was when Twitter was about to launch the redesign of the “New Twitter” and how they went about changing their users perceptions of the changes. First the creative director gave a sneak peak of the new design, which in turned sparked a lot of conversation. Then when the design was released only certain users had the ability to use it first, which created even more anticipation for the users who didn’t have it yet.

I am looking forward to learning how to  incorporated both emotional engagement in my designs and how to prime my audience to be as enthusiastic about my designs as I am. I know it will take work and some failures like it says in the book. But with time I hope to be as creative and successful as the examples in this chapter.

Originally posted at Mary Morton- PR Publications Course