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Chapter 7: Risk & Reward

Showing emotion in design, as in life, is risky. Some people won’t get it. Some people will even hate it. But that’s okay. An emotional response to your design is far better than indifference.

Emotional design does more than entice and keep your audience, it helps ensure you’re talking to the right people. Not every customer is right for your business. Some will be so high maintenance that they will cost you more than they contribute. That can be a real morale and financial drag.

If people complain about how your product, service, or brand are unlike your competitors’, then you’re doing something right (so long as they’re not complaining about ...

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