The term design today encompasses attributes of artifacts that go beyond their intended
functions imbuing them with new meanings. Those meanings are deeply related to the emotions
perceived by the users. This book investigates the findings deriving from the neurosciences
that are relevant to design. Drawing upon up-to-date neuroscientific knowledge the authors
define what an emotion is examine the relationship between perceptions and emotions and
discuss the role of metaphoric communication. Particular attention is paid to those elements of
perception and metaphoric interpretation that cause the emotions to rise. Consequences for the
design process are then considered and a design process is proposed that takes into account
emotional impacts as one of the goals. A solid scientific approach to the subject is maintained
throughout and understanding is facilitated by the inclusion of a rich collection of successful
design artifacts the emotional aspects of which are analyzed.
