Press Release

Delft (The Netherlands), November 12th, 2025

Emotions by Design – Using the Science of Emotions to Create Beloved Products and Services

This autumn marks the launch of Emotions by Design, a new book by TU Delft Professor Pieter Desmet and Dr. Steven Fokkinga, co-founders of Emotion Studio. Long-time collaborators and pioneers in design and emotion, they have spent years developing tools that help designers create more meaningful experiences. Their book brings together decades of research and teaching that speak to both academia and professional design practice.

Why are some products dearly beloved while others easily forgotten? The difference lies in emotion—the invisible force shaping every choice people make. Yet emotion remains one of the most underused tools in design. Emotions by Design changes that. Drawing on thirty years of research, the authors show how understanding emotion can transform design. From the fundamental needs that drive human motivation to the subtle feelings shaping daily interactions, the book offers practical methods to design for emotional experience.

“Everything we design evokes emotion, whether or not we intend it,” says Desmet. “Those emotions influence adoption, continued use, and wellbeing.” Fokkinga adds, “Emotions give life colour and meaning. When designers can intentionally evoke that richness, it becomes truly powerful.”

Emotions by Design launches in Europe on November 12th, 2025. This English-language book (€29.99 / £26.99) will reach the US and Asia in April 2026, available in bookstores and online via major retailers.

Download images from the book