Mark Devon
Founder
Emotional Consulting
In his book, “The Origin of Emotions,” Devon reveals many fascinating insights, by conceptually dissecting emotions based on their evolutionary or biological purpose. His presentation will focus on emotions that can be directly triggered through product design, providing a new perspective on how products can contribute to user happiness.
Devon recently founded Emotional Consulting to bring his insights on emotions to companies and individuals. Previously, he provided strategy consulting to start-ups and corporations. Devon led teams developing a fully-electric courier truck and the use of shape memory alloys in cardiovascular stents. He has worked for Monitor Company, Michael Porter’s consulting company and Andersen Consulting. Devon started his career as a brand manager at Procter & Gamble. He holds an MBA from Harvard University, where he first was exposed to evolutionary theory.
The Origin of Emotions
Users choose a product because of the function it provides. Users also choose a product because of the emotion it makes them feel. And these emotions are often the reason a user chooses one brand of product over others—particularly where brands provide similar functionality.
While it’s possible to understand a product’s functionality, it has not been possible to understand the emotions it triggers. We can identify and measure a particular function, but not a particular emotion, because no one has identified each of the emotions. They are still considered a mysterious soup in your head that cannot be dissected.
Mark Devon has dissected conceptually each emotion based on its evolutionary or biological purpose. The resulting identification of each emotion’s unique trigger and effect reveals numerous insights. Devon will share insights that apply to three emotions or sensations that are often triggered by products: visual pleasure, affection and pride.
