Preference and Desirability Testing: Measuring Emotional Response to Guide Design

An important role of visual design is to lead users through the hierarchy of a design as we intend. For interactive applications, a sense of organization can affect perceived usability and, ultimately, users’ overall satisfaction with the product.

What stakeholders should be able to say is, “We should go with design C over A and B, because I feel it evokes the right kind of emotional response in our audience that is closer to our most important brand attributes.”