Why are some products dearly beloved and others easily forgotten? The difference lies in emotion—the invisible force that shapes every choice people make. Yet emotion remains one of the most underused tools in the designer’s toolkit.

The book Emotions by Design changes that. Drawing on three decades of research, the authors reveal how the science of emotion can transform the way you design. From the fundamental needs that drive people’s deepest motivations to the micro-emotions that shape everyday interactions, this book provides practical methods to understand, measure, and design for emotional experience.

Essential reading for anyone ready to design beyond the expected—and create products and services that people truly love.

Pieter Desmet and Steven Fokkinga are researchers at Delft University of Technology and co-founders of Emotion Studio, where they help organizations worldwide create beloved products and services.