As individuals we tend to know what we do and don't like. Whether it be people, places, products or services we instinctively know in some sense what does or doesn't appeal to us. It can be very difficult to identify our reasoning behind this appeal, although that
doesn't stop us trying to make some sense of it! It just seems to be human nature that we try to rationalise our thinking.
Although it's difficult to articulate why we like something, we seem to be much better at describing how things make us feel.
Which of these phones appeals to you most? Do you find them relaxing, inspiring, masculine, stylish, youthful, sexy? Maybe none of these.
Being able to design a phone, or any product for that matter, that evokes a positive customer emotional response is highly desirable. Sometimes companies get this right, the product is hugely successful and it dominates the marketplace. However, even the most successful companies get it badly wrong, as they rely mainly on designer expertise and market research. Although this can work well, it is essentially a trial and error
approach.
At
Instinctive Choice our main area of interest is the use of
Kansei Engineering to design services and products which elicit positive emotional responses.
