Design for Breathtaking Experiences: An Exploration of Design Strategies to Evoke Awe in Human–Product Interactions

Abstract

From looking up at a skyscraper to the Grand Canyon’s vastness, you may have experienced awe in one way or another. Awe is experienced when one encounters something greater or more powerful than themselves and is associated with prosocial behavior through a diminishment of self-importance. In design research, most studies on awe have been conducted in lab conditions by using technologies such as virtual reality because of its efficiency to simulate typical awe-stimulating conditions (e.g., nature scenes). While useful in inducing awe and assessing its effects on users, they give little guidance about how design can deliberately evoke awe. Most attempts focus on the response of awe instead of its eliciting conditions. With an aim to support designers to facilitate awe, this paper explores design strategies to evoke awe. Based on appraisal theory, the cause of awe was formulated, and its relevance to designing for awe was investigated. The conditions that underlie awe in design were explored through a survey in which participants reported 150 awe experiences, resulting in six design strategies. The paper describes these strategies and discusses how they can be used in a design process, giving attention to addressing the experiential value of awe.

Keywords

• design for emotion
• positive emotion
• awe
• appraisal theory
• design strategy
• subjective experience