Emotion and communication design

Many researchers have conducted communication design studies over the years, and numerous methods have been developed and modified to enable better design. Simultaneously, designers have investigated methods that provoke positive reactions in consumers toward design outcomes. Some scholars have reviewed the history of art and design to investigate how the likeness of an object or person was created in an artistic style by composing it with visual language elements. At the same time, investigators have suggested that the style or character of the visual language affects whether a strong attachment is felt by the consumer. According to psychological studies, this attachment is related to emotion elicited in the individual by the visual language. Some scholars have suggested that emotion is crucial in the design consumption experience and that it is essential to evoke pleasant emotions during consumption. Therefore, sense, emotion and cognition are the elements that shape the design consumption experience. These approaches have been developed as cognition-driven paradigms of user reactions to technology and the usability of design outcomes through visual language elements. However, only limited breakthroughs in visual language have been reached. More investigation is needed to explore how emotion could be applied to visual language elements to perform its corresponding functions. This review aims to conduct a content analysis using theories of emotional design and examine their relationships with designers' emotions in communication design. This study identifies how visual language influences emotional design and develops the elaboration likelihood theoretical model. In this study, we have adopted both field research and the measurement of statistics to examine the concept of the model. The ability to optimise designs for utility, ease of use, and efficiency, as well as to increase positive feelings including enjoyment, participation, trust, and fulfilment during the user experience, is essential.