Why Emotional Design?

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It’s easy to understand that if your home page evokes an emotional response, there is more impact for the viewer. But there is a deeper reason why designing for emotion is essential to branding yourself.


Studies show that there are two kinds of memory – short term (or working) memory, and long term memory. Short term memory usually lasts from minutes to days. Long term memory can be measured in terms of months to years to decades.

Obviously, if you want your brand to be effective, you want people to remember you for more than a few minutes to a few days.


Customers define themselves, at least in part, by the brands they use. MRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, objective facts).

But more importantly, Neuroscience has proven that information absorbed during or in the wake of an emotional reaction is better retained. In other words, it passes more easily into long-term memory.

For help in effectively branding yourself through emotional design, email us at hello@21thirteen.com or call us at 646 808 0249. We’re looking forward to getting emotionally involved with your brand.