Emotional Engagement in UX Design: Evaluating Psychological Theories and Ethical Considerations

Nour Abdeljaoued
2 min readDec 4, 2024

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Emotional Design: Theories Behind User Loyalty

Emotional engagement in UX design is about creating experiences that go beyond functionality to resonate emotionally with users. Donald Norman, in his book Emotional Design, argued that attractive things work better not merely because of their form, but because they invoke emotions that put users in a more positive and accepting frame of mind.

Self-Determination Theory (SDT) by Deci and Ryan suggests that users need to feel autonomous, competent, and related to form deep emotional connections. Successful products like Headspace integrate these components beautifully — users feel empowered (autonomy) to choose meditation programs, see their progress (competence), and receive positive reinforcements (relatedness).

Designing for Emotional Triggers

  • Anthropomorphism: Adding human-like qualities to technology is powerful because it taps into our inherent need for social connection. The use of mascots or avatars, like Duo the Owl, is not just fun — it’s leveraging deep-seated social psychology theories that suggest humans respond more favorably to entities they perceive as “alive.”
  • Micro-interactions and Feedback Loops: B.J. Fogg’s Behavior Model suggests that people need a trigger to act. Micro-interactions — like a button pulsating gently — serve as that trigger, especially when users are unsure of the next step.

👉 Discussion Point: Where do we draw the line between fostering engagement and manipulating emotions? Should there be universal ethical guidelines for emotional design in UX?

#EmotionalDesign #UXPsychology #UserEngagement #HumanEmotion #EthicsInDesign

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Nour Abdeljaoued
Nour Abdeljaoued

Written by Nour Abdeljaoued

User Experience Strategist I Design Thinker I UX Researcher I Design Instructor

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