After writing several blog posts about the theory of emotional design, I slowly got a bit tired of only talking about concepts and explanations. Of course, the theory helped me understand why emotions are important in design, but at some point I wanted to do more than just describe ideas. I wanted to try applying them.
So, for my last three blog posts I decided to focus on a practical example. Coincidentally, a friend of mine recently asked me if I could maybe help with the branding for their future IT-security podcast. The podcast is meant to help “normal “people better understand IT-security topics that often feel confusing or intimidating. I liked this idea very much, so I decided to use it as a small challenge for myself.
In the following posts, I want to explore how emotional design could be applied to a branding concept for an IT-security podcast. This is not about creating a finished design, but about thinking through design decisions consciously and reflecting on the emotions they might create.
So this first post focuses on understanding the context and defining an emotional direction. At this point, I am not designing visuals yet. I am trying to understand what kind of emotional experience the podcast should offer.
IT-Security as an Emotional Topic
For many people, IT-security is not an easy or familiar topic. It often feels very technical, abstract, and far away from everyday life. At the same time, it is connected to things like data breaches, hacks, or online scams. Because of this, research suggests that cybersecurity-related situations can trigger strong emotional reactions such as anxiety or fear, especially when people feel uncertain about their own ability to understand or respond to such threats. (Vgl. Preuschen et al. 2023)
Since the podcast is meant for people without a technical background, these emotional reactions are especially important. If the branding feels too cold, technical, or alarming, it could create even more distance. Instead of helping people feel informed, it might make them want to avoid the topic even more.
Now I think this is where emotional design becomes relevant, because as we already know, design can influence whether a topic feels approachable or overwhelming before someone even listens to the first episode.
Thinking About the Audience
Of course, if I were doing this project in real life, it would be very necessary for me to research my audience properly. But for this concept, I just assume that the main audience consists of people who simply want to understand IT-security better in their everyday lives, and that they are probably not looking for deep technical knowledge, but for clear explanations and practical orientation.
So emotionally, this audience likely wants to feel supported and taken seriously. They should not feel stupid for not knowing certain things. I figured that feeling calm, respected, and guided is more important here than feeling impressed by expertise.
Defining Emotional Goals
Based on this context, the next step would be to define clear emotional goals.
In my opinion, for this IT-security podcast, the most important emotional goal would be trust. Listeners should feel that the information is reliable and that the hosts have proven competence in this area.
But besides trust there are also some other emotional goals that would be important as well.
The visuals of the podcast should give the impression that the topic is approachable and not intimidating, that the podcast itself will provide clarity about this complex topic, and maybe it should also look calming, because this topic is often linked to stress and fear.
So when we have our emotional goals set, I think it would also be important to know which emotions should not dominate the experience.
As fear, urgency, or alarm might already be part of the topic itself, they should not shape the overall feeling of the branding.
Looking Ahead
I think at this stage, emotional design works as a guiding framework. It helps define what the branding should feel like before deciding how it should look like.
However, in the next blog post, I will explore how these emotional goals could be translated into concrete visual design choices, such as colour, typography, and visual language, for an IT-security podcast focused on non-technical listeners.
Literature
Preuschen, A. et al. (2023). How do you Feel about Cybersecurity? A Literature Review on Emotions in Cybersecurity. Zürich: ETH Zürich.

