Incorporation of emotional interactivity into the design framework can help strengthen the connection between user perception and designers intent with product as its medium. The method involved in this qualitative literature review is analysis of journal articles, conference papers and other literary sources. With the help of thematic analysis parallel assessment of journals was done to figure out the main highlights of the themes patterns and theories that stood out. The paper’s main objective is to analyze, role of emotional interactivity in user experience and product design. The study examines and collectivizes the current knowledge of emotional interactivity and its applications in various domains, including sensorial design elements, storytelling and marketing, user personalization, and AI-driven product adaptation and emotional recognition.
