Affective design

Affective design describes the design of products, services, and user interfaces that aim to evoke intended emotional responses from consumers, ultimately improving customer satisfaction. It is often regarded within the domain of technology interaction and computing, in which emotional information is communicated to the computer from the user in a natural and comfortable way. The computer processes the emotional information and adapts or responds to try to improve the interaction in some way. The notion of affective design emerged from the field of human–computer interaction (HCI), specifically from the developing area of affective computing. Affective design serves an important role in user experience (UX) as it contributes to the improvement of the user's personal condition in relation to the computing system. Decision-making, brand loyalty, and consumer connections have all been associated with the integration of affective design. The goals of affective design focus on providing users with an optimal, proactive experience. Amongst overlap with several fields, applications of affective design include ambient intelligence, human–robot interaction, and video games.

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