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Design without emotion falls flat. While design shapes how we live and feel, its emotional impact is still too often ignored. This book changes that. It shows how emotion can be a deliberate, powerful tool for creating products and services that truly connect. Aimed at designers, marketers, innovators, and students, it offers clear methods to identify emotional needs, trigger the right emotions, and resolve tensions between them. With real-world cases, scientific insights, and hands-on tools, it helps you design not just for function or beauty, but for real human impact and competitive advantage.