The Neuroscientific Basis of Successful Design

How Emotions and Perceptions Matter

  • Marco Maiocchi

Part of the SpringerBriefs in Applied Sciences and Technology book series (BRIEFSAPPLSCIENCES)

Also part of the PoliMI SpringerBriefs book sub series (BRIEFSPOLIMI)

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Marco Maiocchi
    Pages 1-3
  3. Marco Maiocchi
    Pages 5-10
  4. Marco Maiocchi
    Pages 11-24
  5. Marco Maiocchi
    Pages 25-40
  6. Marco Maiocchi
    Pages 41-61
  7. Marco Maiocchi
    Pages 63-74
  8. Marco Maiocchi
    Pages 75-90
  9. Marco Maiocchi
    Pages 91-99
  10. Back Matter
    Pages 101-108

About this book


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.


Automatic Emotion Recognition Emotional Design Interaction Design Metaphors in Design Perception Psychology

Authors and affiliations

  • Marco Maiocchi
    • 1
  1. 1.DesignPolytechnic University of MilanMilanItaly

Bibliographic information

  • DOI
  • Copyright Information The Author(s) 2015
  • Publisher Name Springer, Cham
  • eBook Packages Engineering Engineering (R0)
  • Print ISBN 978-3-319-02800-2
  • Online ISBN 978-3-319-02801-9
  • Series Print ISSN 2191-530X
  • Series Online ISSN 2191-5318
  • Buy this book on publisher's site