Overcoming Obstacles

Chapter 5 of Designing for Emotion covers overcoming obstacles. This chapter did a great job of tying in chapter 4 – emotional engagement. I am a very logical thinker so realizing the amount of times we use emotion to make decisions in our lives was very interesting for me. I had never considered emotion to be a “tie breaker” for our decision-making process.

The chapter continues on to talks about obstacles that some companies and apps have to overcome in order to gain the users trust and their business. The one that hit home for me was how skeptical users can be about certain requirements of the app. The examples I liked best were how individuals were skeptical of free apps and apps that require secretive/sensitive information such as bank account information. Going back to my logical thinking preferences where I do not use emotion very often, I am also very skeptical about free apps. It is always hard to believe that an app that performs a service for you could be free just because it would like to “help make your life easier.”

I am also very skeptical about releasing secretive information such as my bank account information. I barely trust myself with this information let alone an app. With this being my thought process it was very interesting to see how companies try to persuade us and prove to us that their company or app is not sketchy. It was very interesting for me to see how the company Mint (that requires your bank account information) has convinced users that they are safe.

The two other topics I found very intriguing in this chapter were the cost to benefit ratio and the giving of awards. The cost to benefit ratio involving emotion was what I found the most interesting. I did not realize that designers followed the idea that they had to make the benefits appear to outweigh the costs to appeal to individual’s emotions. I also found the Dropbox example of using a reward at the end as a very smart idea. Many people follow the idea that if you give you should receive. So by people giving Dropbox their information and business, they want something in return – which happens to be more free space for their files.

Overall, I found this chapter to be extremely thought-provoking. I like learning about emotional decision making, and how using certain aspects in your design can influence users to trust it, stay loyal to it, and most importantly – love it!

Originally posted at OU Public Relations Publications

Designing for Emotion – Chapter 5 (Overcoming Obstacles)

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This week my class had the option to read whatever chapter they wanted in Aaron  Walter’s book, Designing for Emotion, and I decided to continue where I last stopped at chapter 5. This chapter was all about overcoming obstacles that may occur when you are designing a site, app, etc. The major obstacle in most cases is trying to get people to trust in what you’re selling.  I totally agree with the author when he said that most of the things we do on a day-to-day basis is go with our gut. Gut decisions can be a good idea, but at some times it may not. I think you really have to pick and choose your battles.

One example used in this chapter was the website or app, Mint.

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Mint is a financial tracker that allows you to input information from whatever bank you are with and gives you tips on how to budget your money and even tracks your budget. I personally use this app on my iPhone one because my TFCU app kept crashing and I could never sign in and second because I heard how safe and reliable it was. I was a little skeptical at first because it said that you could sign up free all you needed to do was input all your bank information. Like the author said, trusting a website that says free with no gimmicks is incredibly tough. It helped that this site does have credible sources saying it’s a good app. Sources like the New York Times, Wall Street and I even saw that it’s a part of Intuit. The site and app also look very nice ad with me presence goes a long way so believing in this company wasn’t as hard as others are.

Another key point the author made was when he said that some companies will use bribery to get people coming to their site, but it’s not just about getting people to visit you site, it’s also about having them continue to visit and use the site. Dropbox was the example used and I think at first dropbox was something really cool, but overtime its lost it. I hate the fact that they tell you its free to sign up and you get to store things on a cloud, but they don’t tell you that you only get so  much storage, which isn’t a lot. I choose Google Drive over Dropbox now and do so because I feel like Google is more trustworthy, has a better reputation and is able to translate over a variety of devices easily.

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The last thing I took from this chapter was to continue trying if something doesn’t go as you thought. You have to continually try to make changes when you fail at something. Our gut thoughts are never always right and sometime we have to step back, ask others and go from there. Learning how to design doesn’t come overnight so it’s important to be open to change.


Originally posted at Tori Beechum - PR Pubs

Overcoming Obstacles

In chapter 5 of the book Designing for Emotion by Aarron Walter, he discusses how going with your gut and how to erase skepticism and apathy in your website.

Walter discusses how we go with our gut decision everyday and that made me stop and rethink all the decisions that I had made today. I agree with Walter that we do base our decisions on our gut instinct and not logical thinking, “You use instinct to choose something thats good enough when the best option is unclear” (Walter, 67).  We use our gut to to choose everything from what we are wearing to the route that we take to work during the day. As designers we need to bring this out in our personality of our websites, we need our uses to use their gut and instincts and not over think the different choices.

Designers need to create a path of least resistance, in other words we need to design for the laziness present in humans. Walter discusses how Dropbox uses this method to their advantage in the form of bribery. I disagree with this, I personally find Dropbox to be confusing and more effort than it is worth. Maybe its because I don’t fully understand the site but I don’t agree with the belief that it is catered towards those who are lazy or more resistance to effort. TO use Dropbox you have to go through a process of downloading then uploading it onto your computer and then onto all the other devices you plan to use it on and in my opinion they don’t do a good way of benefiting you to get through this process.

Whatever we are designing we need to remember to cater to the instincts of our users.

Originally posted at Grace Vojvoda

Designing for Emotion: Chapter 5

Overcoming Obstacles is the title of the fifth chapter of Walter’s book. Suitably, chapter 5 deals with overcoming the myriad reasons why consumers would dislike or choose not to use a specific product or brand. The main reasons given by Walter that need to be overcome are emotional ties, laziness and apathy.

I somewhat agree with Walter on the claims that purchases we make or products we use are selected on instinct. In many cases, yes, people will choose a brand or product based on how they feel at that moment or how they fell about that particular brand. Many times, consumer instinct is to remain in their own comfort zone and their purchasing behavior reflects that.

On the other hand there are many times thatI would consider one brand or product to be of a higher quality or more personally appealing to me, but I will buy a different product because it may cost less or last longer. Purchasing decisions can’t be made purely on emotion. At times logic must be applied as well.

I did like Walter’s discussions on failure. It is okay to make mistakes as long as we as designers look bar at our brand and make sure the right message is being communicated to consumers. A design must function reliably and connect emotionally.


Originally posted at Nick Edwards

Chapter 5: Overcoming Obstacles

I thoroughly liked that the author prefaced the chapter by stating that, as humans, we are skeptical of new people and ideas, so, therefore, your website has to persuade without evoking skepticism. I thought that this tied really well into the whole emotion (gut) as a deciding factor theory. Not to mention it was nice to see the basics that we learned at the start of the class (typography, color, contrast, etc.) in relation to using them to instill a “gut reaction” within consumers. Furthermore, I felt the Mint.com example was spot on with the overall concept of the chapter. The word “free” really does instill skepticism within our minds. The idea that we can overcome that barrier and gain trust through web design (i.e. keeping “gut reaction” in mind) is solid. Having never seen Mint.com’s website before, I actually saw the concepts the author was talking about within the layout. The colors, the accessibility, the tone – all done strategically and, I think, done well.

I also completely agreed with the “laziness” obstacle to overcome. In fact, I know many people who do not use Dropbox simply because of the hassle. This concept is the reason why I don’t exactly agree with the idea of the success rate of the “games” that Dropbox utilized. To me, those types of steps are even a further turn off. However, that is just one person’s opinion. It could also be due to the fact that I have never tried Dropbox, for the suggestion that accomplishment could be used as a viable incentive seems pretty feasible, in general.

The last facet of the chapter – apathy – is, I believe, the hardest to overcome, but, as the author noted, not impossible. I do firmly believe that a well developed idea presented in an emotionally engaging manner is apathy’s kryptonite.

Originally posted at CK1

Overcoming Obstacles

In Chapter 5 of “Designing for Emotion”, Aarron Walter discusses overcoming the obstacles with design. One statement I had never thought about was when Walter said, “People really aren’t as lazy as we think they are. They’re just looking for the path of least resistance to their destination,” (72). Thus meaning every time we criticize someone for being lazy, this is not a true characteristic of the person. They are looking for an easy way out of things, and who doesn’t these days?

However, I almost disagree with this statement because although I wouldn’t say laziness is a characteristic, I would say that it is more of a habit. When a person is lazy and his or her friends know it, they don’t go to them as much for things because they don’t think he or she will get the job done. For example, if you were to do a group project, you wouldn’t want the person perceived as lazy to be one of your group members. You would want someone who could give back and participate in making it the best project possible. Therefore, although I did realize this statement was interesting, I do not necessarily agree with this thought.

I enjoyed this chapter, and liked how he did not write too much about this topic. Sometimes writers can write too much about a certain subject, but Walter perfectly explained overcoming obstacles without exaggerating his writing. I did not realize how short this book was, so I’m surprised how fast we’ve read through it already! I’m interested in seeing how he ends this book, so I’m planning on finishing Chapters 6 and 7. I’m curious in finding out what “Forgiveness” is in Chapter 6. Overall, it’s been an interesting book that I’ve enjoyed thus far!

Originally posted at Megan Young - Gaylord Student

Designing for Emotion- Chapter 5

Chapter 5 in Designing for Emotion is called Overcoming Obstacles. The chapter is mainly about overcoming all the reasons why people may choose to no like your brand or use your product. This chapter talked about the three reasons you have to overcome to convince people to use your product. Those reasons are emotional ties, laziness, and apathy.

Something that I did not agree with the author with on how people make what we call “gut decisions” or decisions based purely on emotion. Walter first talked about how we make everyday decisions like what we are wearing just because we feel like it. He then compared this to the decision making process about the products or services we use. If something doesn’t “feel” right we tend not to use it. Although I do agree with this partial I do not think we make decisions on products solely based on emotions. For example I do not buy into a product until I read reviews on it or have read more about what I am thinking about purchasing. It is not all about making it “feel right.” You have to be selling a reliable and functional product or people’s gut feeling about your product will not last.

What I did like about this chapter is how at the end Walter talks about failure. As beginning designers it is important to know that there are times where are designs are not going to have the affect we want them to and that’s ok! What you need to do when this happens is go back, look at your brand, and make sure it is conveying the right message. You have to make sure your design is making the right emotional connection, along with being functional, and reliable.

Originally posted at Mary Morton- PR Publications Course

Designing for Emotion Chapter 5: Overcoming Obstacles

In the first part of this chapter, it discusses how design can win most customers over. I have never thought about how much a design can really persuade somebody. The example that the book used was Mint. They were a free service, so, that automatically makes people skeptical. But, the organization and light colors of their web page is what drew people in. The design also used shadowing to attract to the customer’s eye. When I think about the decisions that I make about something, design does have a huge impact on whether I am going with the product or not.

The book also discusses the process of using Dropbox. It explains that many people find the signing up process difficult because you have to download it onto your computer and incorporate your phone as well. I personally do not find this difficult or time consuming at all. I found Dropbox extremely easy to use from the start. But, this could also be because of the generation I have come from. I am used to having to download things and incorporate my phone as well. The generation that my parents have come from might find it a little more difficult.

Reading this chapter really made me think about design in a whole new way. It is all about making the customer feel comfortable and happy. In times of trouble, the customer should always be able to rely on something like a website to find exactly what they need.

Originally posted at Taylor Jurica- Gaylord Journalism Student

Emotional Engagement in Design

Designing for Emotion chapter 4 covers the topic of emotional engagement. This is when the designer evokes emotion in the user in order to keep their attention, and keep them as a returning user. The book uses the example of surprise. It talks about how when you hear your favorite song on the radio it is much more enjoyable than if you play the song yourself. That is because the element of surprise amplifies our emotional response, thus making our experience better. It’s this idea of emotional amplification that the chapter discusses as a way to engage your audience.

I found this chapter very intriguing, and am glad that the book continues to explore different aspects of emotional design. My favorite examples used for this chapter was once again MailChimp. The chapter describes how the MailChimp mascot was made to be a fun extra for users. He was not meant to explain when there was an error with the site, or tell you how to operate the site. His main purpose was to add a human element to MailChimp by making jokes or complementing the user. This design aspect had an emotional impact on the users, which in return made them loyal.

This chapter was really just a big “ahh haa” moment for me because it explained the way we think about design and what appeals to us as humans the most. It made me reflect on what designs I like the most and why. I realized I do use sites that have a more human element to them, or even an element of surprise that makes me invested. Overall, I agree with the chapter that if we are emotionally engaged in the site, we will enjoy are experience more and become loyal users.

Originally posted at OU Public Relations Publications

Chapter 4: Emotional Engagement

The start of the chapter immediately engaged me because it was like dejavu. Earlier today I was driving around the city and my favorite song came on the radio. I remember thinking, “It’s so much better when I hear it spontaneously like this!” Consequently, I found the remainder of the chapter very intriguing. The entire concept of surprise and memory imprint is definitely something to think about in terms of web design. In fact, making a lasting impression in a split second should be, I think, a top goal during the website creation process. Therefore, I found the author’s explanation of how to achieve this goal very helpful. I had never previously thought of how to reach this phenomena on purpose, so I thought this information was very interesting. Furthermore, the Photojojo explanation made this seemingly complicated process seem legitimately achievable.

On another note, I thoroughly enjoyed the way the author mentioned statements from previous chapters. As a writer myself, tying in the thesis to create a complete, organized piece is my favorite style of writing. Seeing the Wufoo example from Chapter 1 reintroduced and utilized in a new way for this chapter was excellent. I also found it paralleled nicely with the course, as we just discussed MailChimp for our current assignment. Lastly, I liked the overall emphasis on psychology found in this chapter. Exploring emotional response was an excellent way to fine tune my psychological skillset.


Originally posted at CK1