Creating an Emotional Connection with the User

UX designers, UI designers, and Product Managers are all constantly looking for new and innovative ways to create unforgettable user experiences through cutting edge technology, usability standards and innovative aesthetics in the UI design. In the previous chapters we looked at the use of color, UI design, and brand elements that help build a relationship between user and brand. Just like any relationship between humans, these theoretical attempts at building a lasting relationship between user and brand are pointless without emotion. So how do you create an emotional connection with the user? More importantly, how do you keep that emotional relationship alive in an online world with excessive marketing campaigns and an endless list of products and services to choose from? The following topics, discussed in this chapter, will help create and keep that emotional connection with the user:

• Creating a digital personality the user can relate to
• Familiar tone of voice when communicating with the user
• Micro-interactions as rewards in the UI
• Give guidance through anticipation design
• Establish trust and credibility