This piece was authored by Marco van Hout, WDO Community Liaison and Co-Founder of the Digital Society School.
In the rush to innovate it is crucial to not overlook the foundational elements that have shaped our understanding of design. As we shift towards transformation design — emphasizing long-term impact, systemic change, and personal, team, organizational, and societal transformation — we must recognize the significance of earlier fields such as emotional design. A field that emerged in the early 2000s, which I had the chance of contributing to, and have continued to advocate for through my involvement with the International Design and Emotion Society and as co-founder of emotional design agency SusaGroup. Visionary pioneers and scholars like Prof. Pieter Desmet from WDO Member Delft University of Technology (who co-founded SusaGroup and later started Emotion.studio) have played a vital role in integrating psychological concepts and fostering a truly human-centred approach to the design field. These foundational steps remain essential, particularly when initiating gradual changes that pave the way for larger transformations of our society.
Picture this: New York City in the late 19th century. The Meatpacking District streets were a dangerous mix of pedestrians, cars, horse carriages and freight trains, with the trains being especially responsible for numerous casualties. This chaotic scenario prompted the creation of the “West Side Cowboys”—individuals on horseback waving red flags to signal approaching trains. Fast forward to the 20th century, and this disorderly scene evolved into the High Line, an elevated rail track. While these measures helped reduce casualties, the ultimate urban marvel was the early 21st century transformation into the High Line Park, an elevated public oasis that redefined urban space in New York City. From a gritty urban eyesore to a 5 billion dollar, 12 000 job creating industrial object, the high line is proving to be truly transformative, with a big ripple effect on the space and communities around it.
This final evolution did not occur overnight. It commenced with small, emotionally impactful steps. Initially met with resistance — New Yorkers held sentimental attachments to the gritty, industrial ambiance. However, through deliberate emotion driven design, advocates like Joshua David and Robert Hammond — co-founders of Friends of the High Line — engaged the community by tapping into collective nostalgia and affection for the city’s unique character, blending it with a vision of a greener, more interconnected urban lifestyle.
The resistance to change was addressed by acknowledging and honoring the existing emotional bonds New Yorkers had with the industrial setting. Joshua David and Robert Hammond leveraged these emotions by involving the community in the design process, ensuring that their vision resonated emotionally with the public.
Research in emotion-driven design teaches us that initial responses to new ideas or stimuli are critical. People embrace change when it resonates with their emotions and values. For the High Line, this entailed recognizing the area’s industrial past while presenting a compelling, emotionally resonant vision of a future where urban living and nature harmoniously coexisted. The initial design concepts did not merely propose a park; they promised a new way of experiencing the city — elevated both literally and figuratively.
Prof. Pieter Desmet’s Positive Design framework emphasizes well-being and happiness, essential elements in fostering acceptance and enthusiasm for change. The High Line Park was not just about creating a space; it aimed to enhance the quality of urban life, offering joy, relaxation, and a sense of community.
Emotional design played a pivotal role in ensuring that each phase of the High Line’s transformation was met with enthusiasm and acceptance. By prioritizing positive emotions and community well-being, the designers crafted a space that not only served functional purposes but also provided emotional fulfillment and a sense of belonging. This emotional connection was instrumental in elevating the High Line from a utilitarian rail track to a cherished public park.
As we transition to transformation design, these lessons are invaluable. Transformation design seeks widespread, systemic changes to address intricate societal issues—from climate change to social equity. However, without considering the emotional aspects of design, there is a risk of alienating the very individuals we aim to engage. Take the example of renewable energy. Technologically, it is a logical choice. Yet, communities often resist wind farms or solar fields due to emotional and aesthetic concerns. Here, emotional design plays a crucial role. By involving communities in the design process, addressing their apprehensions, and highlighting the positive emotional impacts — such as pride in contributing to environmental sustainability — we can pave the way for acceptance and support.
In the era of transformation design, let us not overlook the foundational principles of emotional design. The High Line’s journey from a functional rail track to a beloved park underscores the power of small, emotionally resonant changes leading to substantial transformations. As we confront the significant challenges of our time, it is vital to recognize that lasting change begins with understanding and designing for human emotions.
By integrating emotion-driven design into every phase of transformation design, we can develop solutions that not only meet practical needs but also deeply resonate with people’s values and emotions. This comprehensive approach ensures that the changes we implement are sustainable, embraced by the community, and ultimately contribute to a more connected, emotionally enriched society. And, just as with the ‘cowboy’ (old) guiding the ‘train’ (new), emotional design will guide transformation design.