I was introduced to this book recently while completing a UX Design Course and was baffled as to why I had not come across it. Understanding the emotional complexities that go hand -in -hand with design may seem like a no -brainer but it was not until I undertook a thesis on brief development that my interest was seriously piqued by the topic. Even the author, upon writing another excellent book ‘The Design of Everyday things’ admitted to not taking emotions into account. This book explores the fundamental basics of human emotion and how logic can overpower our decision making, with little room for emotion. The book explores how our brains process at three levels (Visceral, Behavioural and Reflective) and challenges anyone working in early stage design or innovation to initiate and evoke fun to garner positive responses and high levels of creative engagement. Regardless of your industry or profession, this book is a must -read for anyone that is serious about understanding their customer, gain new tools for business development and ongoing product positioning and is looking for longevity and growth.

Don Norman is Director of the Design Lab at UCLA, former Apple VP, co-founder of the Nielson Norman Group. His other titles include The Design of Everyday Things, The Design of Future Things and Living with Complexity.