Emotions are inseparable from how we humans think, choose, and act. In Emotional Design, cognitive scientist  Don Norman shows how the principles of human psychology apply to the invention and design of new technologies and products.

Everyday things


In The Design of Everyday Things, Norman made the definitive case for human-centered design, showing that good design demanded that the user's must take precedence over a  designer's aesthetic if anything, from light switches to airplanes, was  going to work as the user needed.

Visceral reactions


In this book, he takes his thinking several steps farther, showing that successful design must incorporate  not just what users need, but must address our minds by attending to our visceral reactions, to our behavioral choices, and to the stories we  want the things in our lives to tell others about ourselves.



Good human-centered design isn't just about making effective tools that are straightforward to use; it's about making affective tools that mesh well with our emotions and help us express our identities and support our social lives.

Attractive things


From roller coasters to robots, sports cars to smart phones, attractive things work better. Whether designer or consumer, user or inventor, this book is the definitive guide to making  Norman's insights work for you.