“Emotional design” “Product design summer courses 2012 -“June/July”

Accademia Italiana Fashion and Design school – Bangkok

“Product design summer courses 2012 -“June/July”

“Emotional design”

Pleasant things work better

Products do not exist to merely perform tasks, they satisfy other functional requirements; aspirations, cultural, social and emotional needs.

To be able to ‘design for emotion’ we need to understand how emotions are brought about; why different people feel different emotions towards a product, are there any factors which are applicable to us all, how are emotions measured? We also need to know how emotions influence the behavior of the user; why are attractive things easier and more satisfying to use, what makes the user more emotional attached to one product than another, why do emotions cause the user to behave irrationally?

Ultimately, we need to understand how designers can input and apply this knowledge in the design process; how can they understand the user’s concerns, what tools are available to them, how can they instill emotional value in to their design?

Emotional cues of all successful designs are a great thing to keep in mind.


Development of the expressive potential of each student aimed at the creation of a “design” mentality”. From the manipulation of simple forms to the creation of more complex solutions.

Description of the Project:

During the first phase, the students learns how to get inspired from different sources and are invited to gather information from books, magazines, catalogues, the internet, etc.

Afterwards, a group discussion is opened in the classroom with the objective of stimulating reflections on the subject to deepen and focus on the fundamental aspects of the project. The designing phase is the next step of the workshop in which the student’s ability and his/her expressive desires are developed, from the concept to the final project, a clock design prototype.

Lecturing in this workshop is  Dr.arch. Francesco Cappuccio, Head of the Interior and Product design department at the Bangkok headquarters.More info: http://www.cappucciodesign.com/


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