Psychology and the Senses in Design
Psychology
Psychology in design is the study of how users think, feel, and respond to sensory information, helping designers create products that are more intuitive, engaging, and effective.
The Role of Senses in Design
Psychological factors
Human factor data related to psychological interpretations caused by light,
smell, sound, taste, temperature and texture.
- Senses are how we receive information from the environment and shape our experiences.
- Smell, sound, touch, taste, and vision all influence how we perceive and interact with products.
Understanding how different senses interact helps designers create products that are functional, appealing, and intuitive.
Smell
- Scents can evoke memories and emotions.
- Some brands use signature scents in their stores to create a unique atmosphere and enhance customer experience.
- They can increase user satisfaction.
- Retail spaces use signature scents (e.g. Abercrombie stores).
- Car interiors designed with “new car smell” to enhance appeal.
- Smell of fresh bread might create a sense of warmth and comfort.
Sound
- Provides immediate auditory feedback
- Unique sounds can become part of a brand's identity
- Music and soundscapes can evoke emotions, enhancing the user experience
- Microwave beep signal when cooking is complete.
- Notification tones differentiate message types in smartphones.
- Electric vehicles generate artificial engine noise for safety.
- The Netflix “ta-dum” sound is a strong example of sound branding, short, distinctive, and immediately linked to the brand.
Touch
- Texture: The feel of a material can influence perception.
- A soft, plush fabric might suggest comfort.
- A metallic surface can convey durability.
- Haptic feedback uses vibrations or pressure to create tactile responses, helping users feel and confirm actions.
- Smartphones use haptic feedback to confirm touch input.
- Product surfaces are textured for grip or comfort (e.g. pen grips, steering wheels).
- Haptic feedback in gaming controllers enhances immersion by simulating the sensation of actions like driving.
- Tactile and haptic are often confused.
- Tactile feedback is the physical feeling (like vibration, texture, or pressure).
- Haptic feedback is the technology that produces those sensations.
- Think of haptics as the system, and tactile as the feeling.
Taste
- Most relevant in food, drink, or medical product design.
- In some cases, taste is combined with other senses to create unique experiences, such as in high-end restaurants or experimental products.
- Children’s medicine flavoured to improve compliance.
- Food packaging designed to protect taste and freshness (e.g. foil seals).
Vision
- The primary sense used in design.
- Colour, shape, contrast, movement, and layout all affect attention and perception.
- Color: evokes emotions and convey information. For example, red can signal danger or urgency, while blue often represents calmness and trust.
- Shape and Form: guides user interaction. Rounded edges can make a product feel more approachable, while sharp angles might suggest precision or efficiency.
- Typography: font choices affect how easily text can be read and influence how a brand is perceived, for example, sans-serif fonts often feel modern and clean, while serif fonts can suggest tradition or elegance.
- Aesop skincare packaging: Minimalist design, muted tones, and elegant typography create a sense of calm, quality, and sophistication.
- Apple products (e.g. iPhone, MacBook): Clean lines, high-contrast screens, and sleek, minimal interfaces reinforce a premium, modern feel.
- Muji stationery and homeware: Neutral colours, simple shapes, and consistent fonts emphasise simplicity and function.
- Dyson vacuum cleaners: Bold colour contrasts and futuristic shapes signal innovation and advanced technology.
Multisensory design
Multisensory design involves engaging two or more senses such as sight, sound, and touch to create a richer, more immersive user experience.
To what extent do our sensory perceptions shape our understanding of reality?
A fitness tracker uses both a subtle vibration and a tinted “sunset” glow on its display to signal the end of an exercise session.
Identify two different human senses engaged by this design. [2]
Solution
Award [1] each for any two of:
- Touch (vibration)
- Vision (coloured light)
do not credit sound, taste or smell
