# A more emotional interface · UX Trends 2018 · Zorraquino
> From function to emotion
URL: https://www.zorraquino.com/en/trends/ux-trends-2018/emotional-interface

![A more emotional interface: From function to emotion](https://cdn.sanity.io/images/0w1142l8/production/5cb5162a5f8a2467ee99e29d3e914c3f29eb6f8b-1600x1199.webp/a-more-emotional-interface-from-function-to-emotion.webp?w=1600&fit=max&auto=format&q=85)

Trend 03

# A more emotional interface

1. [UX Trends 2018Home](https://www.zorraquino.com/en/trends/ux-trends-2018)
2. [Trend 01Humanisation](https://www.zorraquino.com/en/trends/ux-trends-2018/humanisation)
3. [Trend 02Smart personalisation](https://www.zorraquino.com/en/trends/ux-trends-2018/smart-personalisation)
4. [Trend 03A more emotional interface](https://www.zorraquino.com/en/trends/ux-trends-2018/emotional-interface)
5. [Trend 04Mood as interface](https://www.zorraquino.com/en/trends/ux-trends-2018/mood-as-interface)
6. [Trend 05Design for optimisation](https://www.zorraquino.com/en/trends/ux-trends-2018/design-for-optimisation)
7. [Trend 06A richer UI](https://www.zorraquino.com/en/trends/ux-trends-2018/richer-ui)
8. [Trend 07Sensory feedback](https://www.zorraquino.com/en/trends/ux-trends-2018/sensory-feedback)
9. [Trend 08The year of augmented reality](https://www.zorraquino.com/en/trends/ux-trends-2018/year-of-augmented-reality)
10. [Trend 09Designer as storyteller](https://www.zorraquino.com/en/trends/ux-trends-2018/designer-as-storyteller)
11. [Trend 10Connected experiences](https://www.zorraquino.com/en/trends/ux-trends-2018/connected-experiences)
12. [Trend 11Atomic Design](https://www.zorraquino.com/en/trends/ux-trends-2018/atomic-design)
13. [Trend 12Only the essential](https://www.zorraquino.com/en/trends/ux-trends-2018/only-the-essential)

A more emotional interface

From function to emotion

## From thinking to emotion

The Design Feeling trend emerged as a response to Design Thinking, design theories based on logic, strategy and reasoning that offer answers benefiting the end user. In the 2018 trends, reasoning clearly loses ground to emotions. A more creative and emotive trend is taking over from analytical, logical design.

Lately a somewhat monotonous design had prevailed, perhaps too “rational”, “generic”, “cold” and “technological”. Design Feeling comes from passion and seeks to stand out through emotion.

## Cases

01 / 05

Zorraquino spotlights

1. 01  
Although technology is seen as cold and inhuman, now that it is so present in our lives there is a tendency to humanise design and experiences.
2. 02  
Technological development is making products ever less cold; today, immersive and interactive experiences are aimed at connecting emotionally with users.
3. 03  
Despite the return of passion and creativity, it seems important to also stand up for functionality and usability, which are at the base. The art of design contains both views.

## More on the trend

### References

- [Design for Emotion](https://medium.com/google-design/design-for-emotion-7ba0cf40e05b)
- [Las reacciones de Facebook inundan los comentarios](https://elandroidelibre.elespanol.com/2017/05/reacciones-de-facebook-comentarios.html)

Pages 41–54 of the report

[![Mood as interface: Adapting to the user's mood](https://cdn.sanity.io/images/0w1142l8/production/46855777119c1cfaf84357ab87ce8d6987399798-1280x720.webp/mood-as-interface-adapting-to-the-user-s-mood.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/ux-trends-2018/mood-as-interface)

Next trend · 04

[Mood as interface](https://www.zorraquino.com/en/trends/ux-trends-2018/mood-as-interface)