All Customers Are Irrational: Understanding What They Think, What They Feel, and What Keeps Them Coming Back

By William J. Cusick | Go to book overview

Chapter 9

Form or Function:
The Power of
Emotional Design

A common mistake that people make when trying
to design something completely foolproof is to
underestimate the ingenuity of complete fools.

Douglas Adams

Fewer companies actually make products these days than in the manufacturing heyday of years past. Today, the majority of the economy is driven by the twin engines of service and information. Yet, if you work in a manufacturing company, particularly one that markets products for consumers, design has never been more critical to your success. And it's never been more important to examine how you approach design and its corresponding effect on the behavior of your irrational customers.


Design with a Drinking Problem

We've all felt the power and influence of good—and bad— design on our emotions and behavior. I recall purchasing an

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