good questions, here is my quick take:
Firstly, why has emotional design become an important part of design recently? Why do we need to have an emotional response to everyday objects?
emotion has always been a part of design, even when designers try to strip it away. I went to the Philip Johnson Glass House a few weeks ago, essentially a glass box, one room, with a bed, mini kitchen island, and a fireplace… you can’t strip away anymore than that and still have it be a house. The other people there on the tour were from all over the world and everyone had an emotional response. A good designer understands this, and plays with it. It is another set of ingredients in the kitchen. Why do we have emotional responses to food? To our mothers? Because we are humans. And since as designers we design for humans, we play with the idea of motion. This is not the science part of what we do, this is the art part. We do our best to design products people will love, and cherish, but in the end, people put their own emotional imprint overtop. They decide… and you can’t find these things out in a focus group, or a user test. This happens at home, or over time, or immediately but in the unconscious.
I feel it is important to at least do our best to design objects people love because I feel it encourages them to take care of them better and keep them longer… and life is to short to not be surrounded by what you love.
Secondly, where do you think emotions come into the design process? For example is it something that is initially designed into the object or part of it’s marketing or something that the user reflects on themselves?
I think it comes in at all stages. Initially, it has to be there at that original spark, then it has to be tended to and built on so it has the best chance of transferring all the way to the consumer. Look at Audi in the early 2000’s or Apple now. Two cliche examples, and for a reason! They carried it through from Freeman Thomas doodling the TT and building the clay model in his kitchen, to the concept cars, to the marketing adverts. That brand went from nothing, to being on par with MB and BMW in the US in under 10 years.
Due to mass customization, how do peoples relationships with these objects change compared to objects that have been mass produced?
Mass customization has not hit critical mass. By far, the vast majority of products are not customized. We like to talk about it, but I’d put it at less than .001% of all consumer products sold, and even at that most of this customization is in color selection from a presorted designer approved color palette.
And lastly, how much do people have an emotional attachment (if any) with digital media?
This is hard for me to say, but I have definitely had some older OS’s that I really loved, and even the old photoshop/illustrator icons were hard for me to give up…