“People have been known to rush into burning homes to save treasured photographs. Their comforting presence maintains family bonds even when the people are separated. They assure permanence of the memories and are often passed from generation to generation.” — Page 52 from the book 'Emotional Design' by Don Norman. True emotional resonance comes from an object’s ability to tell a story and evoke meaning. This is why we cherish imperfect photographs,
handmade crafts, and sentimental mementos, they connect us to specific people, moments, and feelings. Design often emphasizes beauty, but emotions are shaped by personal associations. The most meaningful objects evoke lasting memories and foster a sense of connection, reminding us that impactful design considers not just how something looks or works but how it resonates on a deeper, emotional level.
In my web design work, one of the first things I think about is the emotion we want to evoke when someone lands on a website. During the initial stages of brand and site strategy, I focus on uncovering details about the brand’s identity and audience. These insights guide the design process, helping to create something that aligns with the emotions and experiences the brand seeks to evoke. Long-lasting emotional feelings take time to develop and come from
sustained interaction. People don’t form deep connections with objects based solely on their beauty or utility. As Norman highlights, it’s the association, history, and memories tied to those objects that create a lasting bond. This applies to web design as well. A website’s success isn’t just about creating something visually appealing or functionally sound, it’s about crafting an experience that users will connect with on a personal level.
To truly connect with an audience, a website needs to evoke emotions that resonate over time. It’s about creating an experience that people feel drawn to, return to, and form an attachment to, much like how a treasured photograph or personal artifact keeps its place in our hearts. Through thoughtful design, you can create these kinds of emotional experiences that stay with users long after they’ve left the site, whether that’s through the design choices, the storytelling, or how the brand communicates its values.
