In a time where visual communication seems to be the core ingredient to exchange messages and ideas with the world, graphic design sees itself in the search of the best way to make such messages reach their audience. In the attempt to find a solution, this project proposes the adaptation of emotional design theories into the graphic design world.


The project started with the analysis of Don Norman’s frameworks and theories about emotional design, as well as other authors and thesis that complemented such theories. Enquiries were also made to graphic design students, for supporting the relevance of this project to the matter in question and checking the accuracy of the object on which I wanted to publish my conclusions – the manual.


The book came as a result of this investigation, with eighteen principles that help the designer achieve an emotional graphic design. These principles are grouped into three main concepts, related to the level of emotion elicited.


To better explain the concepts and see how they can be applied to real design projects, each principle was associated with works from two graphic designers — Stefan Sagmeister and James Victore — who already work within the emotional design frameworks.


A visual representation of each statement was incorporated on the book to clearly mark the beginning of each concept. I wanted to make such visual code geometric and abstract, so everyone could have their own interpretation of what the concept was about. The result – eighteen circular symbols – gives the book cohesion and will hopefully attract people to explore them individually.


Final product

This book can be used as a tool to create successful emotion-driven design, helping designers with harmonizing concepts, thoughts, and ideas. An emotional graphic design is a strong perspective on design that could change our society for the better. A lot of hard work is required for creating an emotionally comunicative design piece. Be that as it may, the results will be highly rewarding, both for the audience and the designer. Let’s stop worrying so much about selling things, and focus more on the intellectual and emotional ability design has to touch people's heart.