1. Introduction
Emotional design is a transition from traditional utilitarian product design to a more evolved design solution that surpasses functionality by contributing to the overall emotional well-being of users along with the purpose for which it is designed. Emotional design is nothing but an approach that focuses on the creation of products that are capable of building emotional connections with their users (Reference DybvikDybvik, 2022). By following this approach of users’ emotional interactions with products, designers get empowered to craft more engaging and meaningful products that stand out. Thus, incorporating intended emotional considerations while designing a product becomes essential for an enhanced user experience, as the focus is not just on meeting the functional needs but also resonating on an emotional level with users.
Designing products with emotional considerations becomes inevitable like never before as technological advancement has become ubiquitous, raising the need for a strong and crucial differentiator for products to stand out. This can be achieved by integrating emotional factors in the overall design for the creation of noticeable products in markets that are already technologically saturated (Reference Vaidya and KalitaVaidya & Kalita, 2021). Emotional design with the help of product design elements evokes positive emotions that influence user experience. It impacts users’ decision-making, connection, memory, and their perceived meaning.
Despite previous research on emotional aspects of design, we still lack a complete understanding of how emotional design in products interacts with its users in different instances. Moreover, there is a lack of study focusing on compiling emotionally coherent designs from a diverse application perspective. Therefore, this paper systematically addresses these interconnected inquiries by addressing the following research question:
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1. What is Emotional interactivity?
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2. How has the concept of emotional interactivity been applied in various domains?
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3. What are possible future directions to conduct research in emotional interactivity?
2. Methodology for literature review
This study is a qualitative literature review on user-product emotional interaction in different domains. The purpose of this literature review is to explore the area of application of emotional design in context to user-product interaction through multiple human senses. The review also seeks to collectivize the existing knowledge of emotional interaction and its application in multiple domains. This can cater to future researchers and design practitioners seeking a diversified application of user emotional interactivity. Figure 1 shows identification, screening, and inclusion criteria for studies.
Figure 1. Identification and screening of literature
2.1. Searching keywords and scope limitation
The search involved various terms related to emotions in designing their definitions and practical application, relevant industrial usage, and consumers’ psychological and design perspectives of emotions and their implications. Their alternative keywords were also searched: product-user interaction, emotional user-centric design approach, and sensory triggering human emotions, and their abbreviations were also covered. TITLE-ABS-KEY (“emotional interactivity” OR “emotions in user-centric design” OR “emotion-centric design in product” OR “user-product emotional interactivity” OR “emotional interaction in product design”).
2.2. Inclusion and exclusion criteria for abstract
Exclusion criteria of our screening titles and abstracts were initially decided around ‘emotional design related to product interactivity and development perspective.’ However, as the research progressed, it was realized that the inculcation of ‘designers’ intent’ and ‘consumers aspirations’ and ‘user-product interactivity’ was equally essential for studying emotions from different sensorial approaches and their varied applications.
2.3. Guidelines for paper screening
For screening of full literature, the approach followed was emphasizing depth and context as well as drawing insights rather than numerical and statistical analysis. During full-text screening, the selection of eligible literature mainly involved papers related to the areas of application of emotional design, the multidisciplinary approach of emotional design, and sensorial design in product development. Figure 1 shows the identification, screening, inclusion, and exclusion criteria of the studies.
3. Emotional interactivity
The term “emotional interaction” indicates the way products influence people emotionally along with being efficient and simple to use. Consumers choose objects that provide comfort and connection because they want spiritual and emotional satisfaction along with practical necessities (Reference DING, YANG and CAODing et al., 2010). Emotional interaction in product design refers to creating products that not only perform exceptionally well but also arouse positive emotions in consumers, maintaining their emotional engagement throughout the interaction (El Shazly et al., Reference El Shazly, Falaky and Khalil2024; Zhao & Chen, Reference Zhao and Chen2021). Emotional interactivity is the constant interchange of emotions between people and interactive devices. It involves the way people perceive, interact, and respond to emotional cues in an interactive context.
Emotional interaction in product design refers to the incorporation of those elements that evoke from its users’ specific emotional responses to enhance their overall experience interacting with the product (Reference Chen, Huang, Li, Xiao, Zhou and ZhangX. Chen et al., 2021; Reference Vaidya and KalitaVaidya & Kalita, 2021). By generating a deeper sense of emotional connection with the products, this approach goes beyond functionality (Reference Vaidya and KalitaVaidya & Kalita, 2021).
Emotional interaction is the fundamental need of every human’s daily life, be it physical or psychological needs. Individuals have their own unique ways of expressing themselves that differ from person to person. People’s emotional responses correspond to their different behaviors (Nallan Chakravarthula et al., Reference Nallan Chakravarthula, Baucom, Narayanan and Georgiou2021; Vinciarelli et al., Reference Vinciarelli, Pantic and Bourlard2009). As social media has gained exponential popularity amongst different age groups, human–computer interaction (HCI) has become a part of every individual’s life like never before with online shopping and e-learning, interactive digital games, etc. It has several significant applications, from emotion-aware personalized recommendations (Reference Li, Gao, Xi, Li, Wang, Ge and XiaoQ. Li et al., 2024) to online learning environments (Reference Bahreini, Nadolski and WesteraBahreini et al., 2016) and immersive media (Reference Morales, Llinares, Guixeres and AlcañizMarín-Morales et al., 2020), etc. Thus, these technological innovations help in product personalization and adaptability to intensify its ultimate aim of emotional interactivity, making both digital and physical product design more humanized, engaging, and emotionally resonating.
4. Applications of emotional interactivity in various domains
4.1. Role of emotional expression in interactivity
HCI has evolved to master users’ emotional self-expression through different mediums to facilitate and satisfy digital communications. There is a constant urge in humans to express themselves emotionally even when interacting through digital means. This need of humans to have self-expression portrayed cannot be ignored, especially when we talk about humanizing technology, which is centered around human needs, preferences, and emotions. This need for human expression is facilitated by several user interfaces that allow their users to create their desired expression with the help of personalized avatars, covers, emoticons, or themes that express on their user’s behalf. This is done with the objective to convey information while satisfying the user’s need for expression as effectively as possible (Reference Chen, Huang, Li, Xiao, Zhou and ZhangX. Chen et al., 2021). Certain avatars can mimic facial expressions, which can subtly influence users’ emotions and can digitally assist in their emotional self-expression (Reference Chen, Huang, Li, Xiao, Zhou and ZhangX. Chen et al., 2021). VibEmoji, serves as an interactive platform that enables its users to personalize their emoticons by adding animations with vibrotactile feedback to express their self-expression on their behalf (Reference An, Zhou, Liu, Yin, Du, Huang and ZhaoAn et al., 2022).
4.2. The principle of fun in emotional interactivity
Humanizing design can make it feel less mechanized and more intuitive and emotionally engaging; this can significantly reduce the distance between humans and machines. Users’ connection to the product strengthens when individuals feel acknowledged, valued, and understood, which can be achieved through humanized feedback processes. The process feedback, for example, shows two modes: “loading” and “loading hard.” The latter is more likely to make customers have more positive feelings. The 404 page seems like a detached prompt that seeks to only convey “the requested page does not exist or the connection is wrong.” As a component of the expressive design, the phrase “The page you were looking for ran away from home” shows an emotive impression that is filled with grief. As a user, the latter is more likely to relate or be able to forgive (Reference Chen, Huang, Li, Xiao, Zhou and ZhangX. Chen et al., 2021).
Emotional design can be used for better interactivity that links functions with the emotions that significantly increase the user’s acceptance. We see visual & interactive fun elements being used when there is no internet connection. Google Chrome displays a fun online game with a T-Rex dinosaur, which is endless. The intention behind designing this game is to keep users interested and engaged by diverting their attention to reduce the feeling of frustration. This simple infinite running game is a delightful distraction and helps to lighten the atmosphere. The game transforms a potentially unpleasant scenario into a fun one. In the same way, Amazon often shows an amusing image, like a sad dog, when their server or the internet is unavailable. This approach may reduce the user’s annoyance by the use of simple yet interesting ideas. By adopting a unique and welcoming image, they help create a more positive user experience even when customers are unable to access the service. It’s a simple yet thoughtful way to incorporate the principle of fun in interaction.
4.3. Emotional interactivity on different levels: through sensorial approach
Product designers evoke emotions by crafting meaningful experiences, enhancing product interactivity, and appealing to several senses. A product’s user connection and engagement are enhanced significantly when emotional and sensory design is combined. Emotional interactivity in digital media engages people on a visceral level by creating immersive and emotionally resonating experiences. It helps individuals in building a stronger bond with the help of interactive narration and storytelling or by personalization of content that evokes emotions like empathy, excitement, and nostalgia to leave a lasting impression.
One of the strong examples of how UX/UI can create a strong emotional connection with its users through storytelling, interaction, practical utility, and aesthetics is the Incredible India campaign (Reference GuptaGupta, R. 2021). We see the interface of its website helps the viewers delve deep with its subtle auditory cues and amazing visuals; this serves as an experience that goes beyond just information sharing, giving the viewers a teaser of the closest actual experience of the location. Similar to this, the Visit Norway campaign incorporates the use of the concepts of emotive design. Norway’s tourist agency also uses fascinating visual imagery, captivating motion pictures, and interactive planning resources to elicit a powerful emotional reaction (Reference LarsenLarsen, 2021). However, the emphases in the Visit Norway campaign are on “slow travel,” to indulge the visitors in the environment and truly experience the vibrant culture of Norway. On the other hand, we see the main idea of the Incredible India campaign is to explore the diversity across all regions of the country. Both campaigns emphasize how emotive design improves digital tourist experiences by highlighting the fact that travel is about far beyond just visiting the locations; it’s also about growing as an individual (Reference Pieter and HekkertPieter Desmet and Paul Hekkert, 2007).
Sound is a powerful tool that has been acknowledged by brands to arouse specific emotions in their target users and improve their product experiences. A few examples of recognizable noises that have been connected to brands include the five-note whistle from McDonald’s, the chimes from Intel, and the “Ta-dum” from Netflix. These auditory teasers are frequently referred to as “sonic logos” they are an integral part of a brand’s identity and essence (Reference ManchónManchón, 2019).
Marketers are making the use of music and sound additionally to strengthen brand identity. Particularly among consumers who make a lot of emotional decisions, sonic branding—which involves creating auditory representations that reflect a company’s essence—can induce favorable emotions, encourage interactivity, and strengthen brand experiences (Reference Kemp, Cho, Bui and KintzerKemp et al., 2024). Many premium brands like BMW and Mercedes-Benz cater to users’ need for emotional reinforcement of luxury, power, or sportiness through carefully crafting sound that aligns with their goal. These subtle audio clues are added in vehicle engine sounds, door chimes, and start-up tones to enhance consumer engagement. The interaction of visual and aural signals is crucial for brand development since consumers’ attitudes influence their purchase choices.
Tactile interaction with a product plays a crucial role in building users’ emotional connection with it. Everything about a product’s surface texture, its material components, and the ergonomic design of it influences how users emotionally connect with them. Researches in the ‘ International Journal of Human-Computer Interaction’ and ‘ Behaviour & Information Technology’ have shown that user-friendly design and intuitive functionality boost satisfaction with the product, lower frustration, and increase interactivity, all of which encourage positive emotional responses.
Touch-based interactions influence brand impression, emotional reaction, and customer happiness, according to research in industrial design, sensory marketing, and Kansei engineering. Children’s products make good use of soft and smooth materials, which evoke feelings of safety and warmth when touched (Reference Li and WangN. Li & Wang, 2024). Handmade ceramics remind their consumers about traditional craftsmanship through their product’s rough textures; this increases emotional interactivity with the craft. Product design gives major importance to cultural symbolism and specific tactile features that evoke nostalgia for better emotional attachment (Reference Xu and ZhengXu & Zheng, 2022). Apple has mastered utilizing tactile feel for its advantage to arouse feelings in customers through its product design. Specifically, research suggests that when individuals interact physically with Apple products, such as the iPhone or MacBook, they may feel a strong emotional connection. For example, the gadgets’ weight and silky surfaces are purposefully made to improve the tactile experience. The tactile experience that consumers get when handling these items affects their emotional responses and deepens their connection to the brand (Reference Eklund and HelmefalkEklund & Helmefalk, 2018).
“Feel Like God,” the advertising tagline for the Bajaj Avenger, is an effective demonstration of emotive communication through storytelling that resonates well with the rider’s community. The rider feels nearly heavenly in their ownership and experience, and it generates feelings of freedom, empowerment, and supremacy on the road, especially when riding the bike for leisure. This feeling becomes evident when the rider expresses forgiveness for others’ mistakes, sensing a position of authority and control. It arises while cruising away from the world, embracing solitude, and taking time for self-reflection. Through this example, we see the emphasis being on selling specifications to the consumers has now shifted to a higher level of human calling, something that touches users on a deeper emotional level.
This advertisement communicates with the viewers not just on a visceral level but specifically on a reflective level, making them feel that they shouldn’t just purchase a bike; they should buy the feeling of ruling the road. In a country like India, the spiritual and cultural relevance of God-like metaphors can strongly resonate with the audiences. Specific emphasis has been given on the experience of cruiser culture of relaxation and dominance.
This simply means brands are now not just selling products; they are selling emotions; these emotions are responsible for making a product that is both aspirational and desirable.
4.4. Emotional interactivity through consumers personalization
Speaking of ownership, personalization can reinforce the feeling of ownership to enhance consumer emotional engagement. Brands establish a sense of belonging and ownership by enabling customers to customize items to suit their requirements and preferences. Research has shown that personalization in digital platforms, e-commerce, and other physical products can foster higher user satisfaction, promote brand loyalty, and connect with people more than their competitors.
BMW provides its users with customized driving profiles that modify temperature, sound, and seat position settings for their comfort. This customization helps increase brand loyalty and client retention by creating emotional bonds with their vehicle (Reference Bryła, Chatterjee and Ciabiada-BryłaBryła et al., 2022). Starbucks provides personalized drink suggestions by using AI and app-based customization. Higher emotional involvement as well as more frequent visits are the results of the Starbucks app’s usage of artificial intelligence to analyze past purchases and propose new beverages (Reference Figueiredo, Ferreira, Abrantes and MartinezFigueiredo et al., 2025). Consumers have the option of personalizing their shoes using Nike’s “Nike by You,” a creativity that increases emotional connection and brand engagement. Customers’ enthusiasm and intention for purchasing are increased by the interactive customization experience (Reference Lu and HoLu & Ho, 2020). Every Tesla provides a unique experience, as the cars adapt to their owners’ preferences—learning from their driving habits, seat settings, favorite routes, and other preferences. AI-powered personalization helps them enhance brand loyalty by creating admiration and deep emotional connections between drivers and their vehicles (Reference Wu and WangWu & Wang, 2025). Personalization is becoming an essential strategy used by organizations looking to emotionally connect with their customers, not just a choice. Figure 2 shows emotional interactivity in the design framework with the help of a mind map as explored in the study. The depiction of five key components makes it easier to navigate different elements with its subtopic, according to the findings of the review.
Figure 2. Exploring emotional interactivity
5. Future research perspective
Future research holds a lot of scope for the emotional interactivity of products that can be explored from a multidisciplinary approach that centers around user experience enhancement through emotional interactivity and personalization of designs. Researchers are pursuing novel possibilities that could enhance user experience, engagement, and satisfaction as emotional interactivity in product design evolves further. Future studies may look at the way AI might comprehend, respond to, and replicate human emotions in interactions with products. Research should examine personal argumentative qualities like self-compassion, empathy, and awareness that may minimize the negative emotional effects of AI interactions in order to help users avoid being too connected with AI products. Research on the psychological implications of emotionally sensitive AI assistants, like Siri or Alexa, is required (Reference Wu and WangWu & Wang, 2025). The future does hold scope for better haptic and auditory experience through the use of emotional design elements for diving beyond visual aesthetics. Studies are also shifting towards building technology that resonates with user characteristics, for example, their cultural background, emotional preferences, etc. (Reference Chen, Berman, Ye, Shermak, Noda, Rothfusz and EliottJ. Chen et al., 2024). The use of a more advanced real-time emotion analysis tool based on users’ demographics can improve the adaptability of user’s emotions during product interaction (Reference Zhou, Xiang, Jiang, Zuo and LuZhou et al., 2024). Emotions help users to build connections with products that lead to their loyalty toward the brand, and eventually this helps in market competition (Reference Yusa, Ardhana, Putra and PujaastawaYusa et al., 2023). Future research can also dive deep into different levels of emotional design as well as their interconnectivity, which impacts the user’s long-term behavior. Researchers can also look forward to studying AI-driven emotional integration in digital healthcare devices, education technology, and smart wearables. Examining cultural differences in emotional perception may improve AI’s emotional intelligence and adaptability (Reference Chen, Berman, Ye, Shermak, Noda, Rothfusz and EliottJ. Chen et al., 2024). A further investigation should be conducted in the realms of haptic feedback clothing and smart textiles for emotional well-being and mood control applications. Studies should also examine the real-time emotional effects of biofeedback sensors in clothes (Reference DejeneDejene, 2025). Stress-relieving interactions and other emotionally appealing medical applications should be the focus of future research. In addition to it, more research must be done to examine the emotional effects of supplying patients with personalized health data.
6. Conclusion
The paper explores interactivity through different perspectives of user experience, self-expression, principles of fun, its role in design frameworks, and taking into consideration human senses that serve the emotional needs of consumers. This study examines emotional interactivity when interacting with a product or digital interface in varied domains.
Through each section, we see its application from the perspectives of designers, marketers, and consumers. Multidisciplinary research is becoming increasingly vital because of the expanding roles of artificial intelligence, progress on sensory feedback, and personalization in emotional interactivity, and with this, consumer emotional requirements from a product are also dynamically evolving. The new-age AI-driven emotional interactions, haptic feedback, and auditory enhancements in product modifications, and learning the cultural influences on emotional perception of users, can further strengthen how products can cater to individual users’ preferences and feelings. Research also suggests that designers can generate emotions in several ways. Focusing on interactivity found that interactivity evokes in users a more favourable attitude in the case of positive emotions, while a negative emotion helps to aid in serious information processing by the users and memory retention (Reference Jin and OhJin & Oh, 2022). This allows interactive designs to be more interesting and tailored for the users, with the emphasis being on the importance of understanding emotional responses in the designing process and development of interactive products and experiences for the user’s effective engagement.
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