The main topic covered is how emotions have a crucial role in the human ability to understand the world, and how they learn new things.

In fact, studies show that emotion influences people's information processing and decision-making [1] For example: aesthetically pleasing objects appear to the user to be more effective, by virtue of their sensual appeal.

Consequently, It is believed that companies and designers should not rely on pricey marketing; they should link their services to customers' emotions and daily lives to get them "hooked" on a product.

The first is the "visceral" level which is about immediate initial reactions people unconsciously do and are greatly determined by sensory factors (look, feel, smell, and sound).

Norman argued that attractive products work better because they can engage multiple senses to evoke emotional responses and bonds through use of visual factors of color, texture, and shape.

This is where appearance matters, and first impressions are formed, and the texture and surface of an object become important in evoking a specific emotional reaction.

This level of design starts with understanding the user's demands, ideally derived from conducting studies of relevant behavior in homes, schools, places of work, or wherever the product will be used.

Via good reflective design, people will feel a sense of personal bond and identity with an object, and it will become a part of their daily lives.

Norman also mentions in his book that "technology should bring more to our lives than the improved performance of tasks: it should be richness and enjoyment."

This viewpoint is gaining a lot of acceptance in the business world; for example, Postrel argues that the "look and feel" of people, places, and things are more important than we think.

This pleasure may also take into account the efficiency with which a task can be completed (a word processor with built-in formatting decreasing the amount of time spent on creating a document, for example).

A product made of bio-degradable material, for example, can be seen as holding value in the environment which, in turn, may appeal to someone who wishes to be environmentally responsible.

Whether movies start with a black and white concept like in Oz the Great and Powerful or an oddly colorful, but serious theme as in Suicide Squad, they usually capture the audiences' attention, who then want to continue watching the whole show.

Emotional design is one of the important aspects of creating a successful and enjoyable experience for customers in a physical space such as Starbucks.

[13] One example of emotional design at Starbucks is the use of warm lighting, comfortable seating, and relaxing music to create a cozy and inviting atmosphere.

These elements create a sense of familiarity and loyalty among customers, who often associate the Starbucks brand with a certain lifestyle or personality.