Ricardo A. Martins, AndrÃÂ© L. Battaiola
Aspects of emotion and memory relationship targeted to experience design
Emotion, cognition, human senses, memory, experiences, marketing, advertising, promotion, interactive presentations, learning environments, branding.
The emotional component of the brain plays a very important role in cognitive and decision processes related to information that arrives at our external senses as vision, hearing, sense of smell, taste, touch (pain, pressure, temperature) and by internal ones, as hunger, thirsty, time, balance and synesthesia. These senses can influence our emotions by several ways and to know how to drive them has become an important skill to designers, who need to drive emotional responses using visual signs. As we know, emotions are intimately connected to the memory, and consequently to the cognitive processes involved in the acquisition, transformation and storage of information. Knowing this, if designers could target themselves to a positive construction of experiences, emotionally driven, they could get reinforcement for the learning of concepts, principles and even meanings connected to brands.
The focus of this article is to analyze the impact of emotion and memory relations in designers work. Besides, it shows the use of those concepts in the design of experiences that stimulate our emotions positively through interactive presentations, ludic learning environments, Internet websites and even other experiences emotionally connected to the public.
"You have to begin to loose your memory, if only in bits and pieces, to realize that memory is what makes our lives. Our memory is our coherence, our reason, our feeling, even our action. Without it, we are nothing." - Luis BuÃÂ±ue, spanish film maker
This quote summarizes very well how important our memory is. However, our memory is not enough when we need to take decisions related to where we should go or what we should do...