Driven by Emotions

Abstract

People feel connected to all kinds of objects. The objects do not need monetary value but can, through attachment, feel valuable and be cared for differently. This might differ in access-based consumption since users only use the object for a limited time. This project explores how connectivity can be used to encourage an emotional connection between driver and car in an access-based context. The project will start by establishing guidelines to consider when designing an emotional connection between a driver and an access-based car. This will be done by examining existing literature and interviewing relevant user groups. How the brand and the user’s relationship with the brand can strengthen the connection will also be investigated. In this paper, a design that applies these principles will be created following a design process. Finally, the design will be evaluated on how well it aligns with the presented guidelines and conforms to the car brand. The results are five guidelines to aid when designing for emotional connection, as well as a design that aligns with the created guidelines and captures the brand’s identity.