Built to Love

Talking About Emotion

Every product category includes some items that people love. This rare, wonderful connection often occurs by happenstance rather than design. For the most part, people buy products because they fulfill a particular need or function. They might be good products or even the best available, but they don’t necessarily elicit positive emotions from the user.

“The difference between an ordinary product and a captivating product is emotion.” Rather than rely on a happy accident, your company should try from the outset to design products that connect emotionally with the consumer, engendering passion and loyalty. Such products are “built to love.” Many companies offer products and services that arouse strong feelings in their customers. For example, because Navistar’s LoneStar truck so effectively meets every need of long-haul truckers, many drivers sport tattoos of the LoneStar logo. People love their Apple iPods, KitchenAid toasters and waffle makers, BMW cars, or Webkinz stuffed animals. Each of these products fulfills a functional need while making customers feel good about using it.

Companies focus on making emotional connections with consumers...