As a designer, I think there is huge value in making an effort to engage emotionally with my audience. I believe we experience emotion only when there is a shift in the level of an emotional state, either up or down, and that the emotion fades once we stabilize at a new equilibrium. It is the movement in levels that we experience as emotion (hence, being “moved”), and with that comes the possibility of growth or behavioral change. Understand that decisions are made emotionally, not logically. Connect to the heart and you will affect the change you are looking for.
By: Bob Coady