Ten Ways to Design for Disgust, Sadness, and Other Enjoyments: A Design Approach to Enrich Product Experiences with Negative Emotions
Steven F. Fokkinga, Pieter M. A. Desmet


This paper demonstrates how designers can enrich user experiences by purposefully involving negative emotions in user-product interaction. This approach is derived from a framework of rich experience, which explains how and under what circumstances negative emotions make a product experience richer and enjoyable. The approach consists of three steps, where the designer decides 1) which negative emotion is most appropriate for the user context; 2) how and when this emotion is best elicited; and 3) which protective frame is most appropriate to use and in what way it is applied to the product concept. Ten experience qualities were developed that offer prefabricated combinations of these steps, which are intended to lower the threshold of using the approach. The steps for these qualities are described, and each is briefly discussed. Lastly, the applicability of the approach in design is demonstrated by showing six examples of how the qualities have been used to generate concrete product concepts. Reflecting on the approach, we conclude that negative emotions are a viable and interesting starting point for creating emotionally rich product experiences.

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