Aarron Walter on designing for emotion

Mandy Brown: So tell me how you came to this topic. What’s “emotional design” and where did it come from?

Mandy Brown: So tell me how you came to this topic. What’s “emotional design” and where did it come from?
Aarron Walter: Emotional design is a topic that I became interested in when I was hired to redesign MailChimp in 2008. I was already an avid user, and a big fan of the brand, which is delightfully light-hearted. The tone of the copy and the clear personality struck me as honest, like the people behind the brand weren’t trying to construct an inflated image of themselves. MailChimp just felt very human to me and I saw that as a strong competitive advantage.

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