Emotional attachment to the product: Why do users like some experiences more than others?

Have you ever kept an old, non-functioning watch or a slightly cracked cup simply because you couldn't bring yourself to throw it away? Or felt a pang of nostalgia when you had to replace your first phone, even though it was slow and outdated? Have you ever opened an old box to find something simple—a card, a toy, or even a pen—and smiled without even realizing it?

These small moments remind us that our relationship with things isn't always rational. It's not just about utility or use; it's about the emotional experience we develop with the product over time. Every scratch on that old watch tells a story, and every stain on the cup reminds us of a moment, a person, or a feeling.

These aren't just objects; they're memories and situations we associate with them. This is precisely where the concept of emotional attachment to a product comes in—the feeling that makes something simple acquire a meaning that transcends its material value.

What is emotional attachment to a product?

It's the emotional connection that arises when a product evokes an emotional response in a person, whether it's joy, confidence, or even nostalgia. This connection isn't built on functionality, but on the experiences the product creates over time.

Why are emotions important in design?

In a world where functions and technical features are becoming increasingly similar, it's emotions that make all the difference. Products designed to evoke positive feelings like comfort, trust, and ease of use stay with us longer and become part of our everyday identity.

1. Generating Loyalty and Belonging

When a user feels that a product "understands" them, they develop a long-term relationship with it. Studies also indicate that love and emotional connection with a product or brand directly lead to loyalty and continued use.

2. A Deeper User Experience

This is where User Experience (UX) comes in. It's not just about arranging buttons or making things work smoothly; it's about creating a sense of comfort and seamlessness during use.

3. Usability Alone Isn't Enough

Even if a product is technically easy to use, it may fail to win over users if it doesn't evoke an emotional response.

Humans don't just react to what "works," but to what they feel was designed for them. This is where the balance between function and emotion comes in. It's not enough for the design to be clear; it must also be relatable and comfortable.

Connecting Emotions to the Concept of “Human-Centered Design”

Emotional design is essentially an extension of human-centered design, an approach that places the user's needs, feelings, and experience at the heart of the design process.

Instead of starting with the question, “How do I make this work?”, the designer begins by asking, “How will people feel when using it?”

This approach aims to understand people's motivations, aspirations, and even fears, in order to provide them with a product that not only meets their needs but also speaks to their humanity. When the user feels that the design is considerate and understandable, the interaction transforms from mere use into a genuine relationship built on trust and comfort.

How Does Good Design Contribute to Building This Connection?

Researcher Don Norman, the originator of the concept of Emotional Design, describes three levels at which humans interact with design:

Visceral Level: How the product looks and immediately affects our senses—colors, textures, sounds. For example, the sound of a luxury car door closing is designed to evoke a sense of security and quality.

Behavioral Level: How the product functions and how the user feels while using it. A smooth and easy experience here builds trust and satisfaction.

Reflective Level: What remains after use. Does the user feel the product represents their taste? Does it express their personality? This stage builds a long-term relationship between the user and the product.

Material Design: Where function meets emotion.

The Material Design principles developed by Google are not just a “visual guide,” but a complete philosophy aimed at making design understandable, easy to use, and human-centered.

Many companies follow this approach because it strikes a balance between:

Usability: Clear interaction and smooth movement.

Aesthetics: Using colors, shadows, and spacing to create visual comfort.

Emotion: Through fluid movements and natural transitions that evoke warmth and ease, rather than rigidity or dryness.

Following these principles ensures that the experience is not just "easy," but enjoyable, comfortable, and familiar, fostering emotional attachment and transforming the product from a mere tool into a holistic sensory experience.

Beneficial Attachment… and Harmful Attachment

But not all emotional attachment is positive. A healthy attachment supports a person, not controls them.

Beneficial Attachment: When a product provides comfort and support, like a bicycle that encourages activity or a book that inspires reflection.

Harmful Attachment: When a product becomes an excessive dependency or a source of stress, like devices or apps that unconsciously consume your attention.

Conclusion

In a world where technology is rapidly advancing and products are changing daily, what distinguishes good design is its ability to touch the human experience. Emotional connection is not a visual luxury or a marketing gimmick. When experience is built on understanding, respect, and emotion, not just functionality, technology transforms from cold, inert tools into an integral part of our daily lives.