Method

At the San Francisco PSFK Conference last week, one of the strongest themes that emerged was that of equitable access…access to content, devices, to the global community, affordable lodging, even to outer space.  As a result of advancements in technology and the recent proliferation of social media, people who have historically been on the fringe of trends in the developed world are now actively contributing to – and thereby shifting – the conversation.  Where the “Western” perspective once dominated the globe, a more diverse story is now emerging, adding a rich texture to what may have become familiar tales for many.

These stories are the underpinning of what may be considered an emerging discipline in the design world – Emotional Design.  Donald Norman wrote a book on the subject, positing that attractive products work better because they make people feel good and put them in a creative frame of mind where they are more apt to solve problems independently.  The concept of Emotional Design goes one step further when we consider the power of infusing emotion into products through storytelling – inspiring brand loyalty, ambassadorship, and ultimately, brand love.

Chris Riley, founder of Studioriley, cited Majority World as a powerful example of an innovative new business that gives a voice to talented photographers in developing countries by providing an alternative to traditional photo stock houses.  This organization fosters a more inclusive dialogue by nurturing talent and ultimately helping its partners build successful creative enterprises.

Patagonia is one company that has successfully embraced storytelling as a core tenet of product design.  The Footprint Chronicles document the good, the bad, and the ugly realities of certain products for their sustainably-minded consumers.  Infused with images and photos documenting the people and places of the supply chain, the company makes it easy for people to forge emotional connections with the brand.

As content becomes more ubiquitous across a steadily increasing array of devices across the globe, we can expect to see the more innovative brands leverage this unparalleled access in creative ways.  Emotional design applied to product development is a nascent space that will be interesting to watch in the coming weeks and months.