A Book Apart

Aarron Walter Designing for Emotion

Inspiring guidance for the principles of designing for humans.

Second Edition
  • Paperback

    $24.00 + shipping
  • ebook


    Supports Kindle, iBooks, Nook and most other readers and devices.

  • Paperback & ebook

    $34.20 + shipping

In the years since publishing the first edition, emotional design has gone from innovative to essential in designers’ toolkits. Aarron Walter once again offers wise, inspiring guidance for the principles of designing for humans, and addresses newer challenges that have emerged for web professionals tasked with reaching an ever-shifting audience.

Packed with engaging case studies and psychologically-grounded principles, Designing for Emotion has never been more relevant for modern business.

What’s new in the second edition?

Learn from updated case studies that push beyond where the web was in 2011 and reflect more of today’s concerns such as privacy, representation, and safety. You’ll also engage more deeply with your users when you apply takeaways from the new chapter on empathy and inclusion. Finally, make the case for working more thoughtfully in your own company with Aarron’s fresh insight into the business value—and impact—of emotional design.


  1. Emotional Design
  2. Designing for Humans
  3. Personality
  4. Empathy and Inclusion
  5. Emotional Engagement
  6. Trust, Fear, and Forgiveness
  7. The Business of Emotional Design

Recommended with…

Design for Real Life

Practical strategies to help you evoke a real connection with your users, and design experiences through a lens of kindness.

Buy both and save up to 15%

  • Paperbacks

    $43.20 + shipping
  • ebooks


    Supports Kindle, iBooks, Nook and most other readers and devices.

  • Paperbacks & ebooks

    $64.60 + shipping

What People Are Saying

  • We’ve seen by now that digital experiences not only delight and empower people, but can also destroy and depress them. Aarron’s reboot addresses these darker concerns while still exhibiting the unfettered optimism he’s brought to the intersection of creative expression and business.

  • Business leaders everywhere are now appreciating the power of design. But what exactly is that power? This book breaks down what design is really about, and how to go beyond functional and usable to truly delightful. Chock-full of simple yet powerful concepts and relatable examples, this book will have you feeling more inspired and capable of making wonderful things.

  • Emotion can be a fuzzy word, but with Aarron Walter’s expertise and insight, you’ll learn how to turn it into an advantage for your business.

  • Every now and then a book comes along that changes the way you think about the web. This is one of them. The web is made for humans, and Designing for Emotion does a fantastic job explaining how to keep that in mind. Two swissmiss thumbs up!

About the Author

Aarron Walter is VP of design publishing at InVision, drawing upon fifteen years of experience running product teams and teaching design to help companies enact design best practices. Aarron founded the UX practice at MailChimp and helped grow the product from a few thousand users to more than 10 million. His design guidance has helped the White House, the US Department of State, and dozens of major corporations, startups and venture capitalist firms. You’ll find Aarron sharing thoughts about design on Twitter @aarron, and as the cohost of the Webby nominated Design Better podcast.

Additional Info

  • ISBN: 978-1-937557-93-5
  • Paperback: 107 pages
  • Published: First Ed. Oct 18, 2011; Second Ed. June 23, 2020
  • First Ed. also available in: Chinese, French, Korean, Russian

Also from A Book Apart