Marco van Hout

You will see me write and hear me talk about: emotional design, experience driven design, user experience, consumer psychology, innovation and future meanings and trends.

I believe that consumers nowadays are looking for rich sensorial, emotional and meaningful experiences, not merely for ‘just’ a product or service. It is up to the companies to challenge their designers, R&D department and marketers to (positively) influence the experiential impact of their products and services.

I help companies to step up to this challenge, by:

Helping them gain consumer insight, with scientifically validated tools and methods to measure consumer emotions
Showing how their products and services evoke emotions and how they can tackle the challenge to design with an emotional intent
Teaching them to focus on meaning, not market
Imagining future meanings first, not features nor possibilities

I am also a board member of the International Design for Emotion Society, which raises issues and facilitates dialogue among practitioners, researchers and industry in order to integrate salient themes of emotional experience into the design profession.