Design Creates Emotion


Guess which shape is Bouba and which shape is Kiki?

If you’re like 95% of the people surveyed you will guess that the rounder shape is Bouba and the spiky shape is Kiki.

Good design sparks an emotion.

Design needs to go beyond differentiation for your market position and should should dramatize the company’s core values.

Who are you?

What do you do?

Why does it matter?

Apple, Starbucks, Dyson, Harley Davidson, Virgin, Whole Foods, IKEA all benefit from high profit margins because they understand that design matters.

Also published on Medium.

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