Fascinating Shapes

Author:
Michael Roller, Sooshin Choi
Company/School:
University of Cincinnati

FASCINATING SHAPES
A STUDY OF FORM AND EMOTION

Michael Roller / Sooshin Choi
University of Cincinnati

Emotions drive the decisions we make, and designers often pursue forms that will elicit specific emotions essential to the identity of a brand or product. Despite this responsibility, many designers have few tools on how to express emotion beyond their intuition and experience. These informalities beg for reinvention if design wants to make a bigger impact within organizations. This presentation calls for a more rigorous approach, discussing methodologies for infusing product form with effective emotional meaning. Designers can use the framework to analyze categories, form ideation themes, and influence brand language strategies.

 

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