Att designa för känsla : Hur kombinationer av designattribut kan användas för att skapa ökad emotionell respons

Sammanfattning

This study investigates which combinations of graphic design elements and attributes can be used to evoke increased emotional response in a festival context. Previous research primarily focuses on how isolated design elements and attributes evoke and influence emotions. Several researchers mention a knowledge gap in how the elements are perceived in combination. McTeague et al. (2025) states that design elements can’t be guaranteed to evoke the same emotions within real design projects as when studied individually, due to the complexity that arises when combined. The study applies the Design and Creation research strategy according to a waterfall model, meaning the artifact was created after data collection and analysis was completed. The research method is based on triangulation of qualitative and quantitative data, including semi-structured interviews and self-assessments of six different posters. Qualitative data were analyzed using thematic analysis, while the self-assessments underwent a quantitative analysis. These were then compared against each other to increase the possibility of well-founded conclusions. The results partly showed that the elements continue to evoke the same emotions when combined, but not always. Color seems to be decisive – when the colors are strong, they seem to capture attention first. In this study, the posters representing high and low activation evoked the strongest response. But when placed in a more evident festival context, respondents instead chose the high potency and high valence posters as suitable for a festival. A decisive factor seems to be the overall valence value of the poster. This study resulted in a collection of guidelines on how a festival poster can be designed to provide desirable effects in terms of eye-catching, engagement and appreciation. They have been used to create a poster for Alive Festival, based primarily on high valence and high potency combined with characteristics such as energetic, active and fun.