Design without emotion falls flat. This book shows how to harness emotion to create products that connect, engage, and make a lasting impact. Discover the transformative power of design with Emotions by Design. This insightful book explores why some products become cherished while others fade into obscurity. It delves into the emotional impact of design, revealing how feelings influence our choices and overall well-being. Aimed at designers, marketing professionals, and students, it provides practical tools to incorporate emotional insights into the design process. Readers will uncover human needs, select emotions that drive behavior, and learn to craft designs that resonate deeply. With over 30 years of combined expertise, the authors bridge scientific theories with practical applications, making this book an essential guide for creating meaningful and impactful products that users cannot live without. Why do some products become beloved while others are quickly forgotten? Design profoundly shapes our lives, often in unnoticed but significant ways. Every design—from simple everyday products to complex systems and services—elicits emotions that influence our decisions, behavior, and well-being. Yet, the emotional dimension of design remains underexplored, leaving a wealth of opportunities untapped. This book addresses this gap, revealing how designers can harness emotions to create products and services that users genuinely love and can't live without. Targeted at designers, marketing & innovation professionals, and students, the book offers practical tools and methods to integrate emotional insights into the design process. Readers will learn to navigate the fundamental human needs, choose the right emotion to spark behavior, create emotion blueprints, and resolve need clashes. Through real-world case studies, foundational research, and hands-on exercises, it equips readers to move beyond functionality and aesthetics, creating designs that resonate deeply with users. With over 30 years of combined expertise in design, emotion research, and consultancy with global brands, the authors provide a comprehensive framework grounded in scientific theories and practical applications. The book stands out by using the science of emotion to connect practical design considerations to humanistic principles.