The Emotional Design Deck: A new tool for Designers to develop meaningful and iconic furniture.

Over the past 25 years, Emotional Design has gained significance as a valuable approach to understanding how products can forge emotional connections with consumers. In today’s competitive market, businesses must engage consumers on an emotional level to thrive, with emotion often serving as the critical link in many industries. Beyond providing a competitive advantage, creating emotional connections helps foster consumer attachment, reducing the likelihood of premature product disposal and thereby contributing to sustainability efforts.

A range of tools exist to help designers learn about different emotions, and consider consumer emotion in product interactions. However, there is a notable lack of tools that offer Emotional Design strategies for practical application, and none in the field of furniture design. This thesis introduces the research, design and development of the Emotional Design Deck. Figure A1 positions the Emotional Design Deck alongside other existing tools, showcasing its unique functionality and how it addresses a gap in current research and design tools.

This study's research methodology employs pragmatism and utilises a mixed-methods empirical approach. The research approach is both inductive and abductive. It incorporates cross-sectional studies, analysing consumer data at specific points in time, alongside a review of iconic furniture and historical design movements. This approach integrates contemporary consumer insights with lessons from enduring products that have remained relevant over time.

The Emotional Design Deck represents a significant contribution to new knowledge, in the form of a physical card set developed for designers. Its aim is to encourage designers to incorporate consumercentric approaches into their furniture creations, fostering connections with consumers on an emotional level. Comprising 48 strategy cards organised into three core themes of Aesthetics, Experience, and Meaning, the deck offers a broad range of strategies for design application. Each card features a unique strategy title and an illustrative image on the reverse, setting the context. On the front side, designers are presented with a clear strategy question, followed by additional details to explore further. The Emotional Design Deck and the detail of the cards content, design and development is explored in this thesis.

The Emotional Design Deck was tested and evaluated by both students and industry professionals to assess its functionality and usability. The tool proves beneficial in various contexts, placing Emotional Design strategies in the hands of a wide range of users.