Mareike Roth, photo Alexander Blumhoff It’s a project that they started few years ago during their thesis and 3 main points came out of it: Function is mandatory and emotion is the icing on the cake, you can’t avoid emotions, and without emotions we would still live in caves. They’ve talked us through the dissection of this word within the design field and ended up with a tool kit gathering 50 different emotions, relating to our feelings towards a brand and its product. Despite my fascination for their talk and their passion, I couldn’t stop myself thinking: are they actually reproducing a human centred approach design, (which is a process made famous by the design and consultancy company IDEO in the 1980’s) but in making things too difficult?
IDEO created a human centred design tool kit, but also a set of cards. Their emotion strategy is very interesting; looking into advertising creative strategists and planners actually already perform what they were talking about. I am playing here the devil’s advocate, but I respect their hard work and their deep passion to explore the endless sociology and ethnography of human’s emotions.
Mareike Roth
Mareike Roth and Oliver Saiz are passionate researchers and the dedicated owners of Studio hoch E, which they now run, after having worked with various agencies for clients like Volkswagen, LG, Hilti, RWE and other international brands. When working on their master‘s thesis, they developed a tool to design values and emotions.
Roth and Saiz share their practical and theoretical experience in their capacity as lecturers and tutors for graduate papers at the HfG Schwäbisch Gmünd. They are equally passionate authors and are currently working on a soon to be published book on “Designing Emotion”.
Oliver Saiz
Mareike Roth and Oliver Saiz are passionate researchers and the dedicated owners of Studio hoch E, which they now run, after having worked with various agencies for clients like Volkswagen, LG, Hilti, RWE and other international brands. When working on their master‘s thesis, they developed a tool to design values and emotions.
Roth and Saiz share their practical and theoretical experience in their capacity as lecturers and tutors for graduate papers at the HfG Schwäbisch Gmünd. They are equally passionate authors and are currently working on a soon to be published book on “Designing Emotion”.
Héloise Jutteau
