The Challenges of Generating Emotion-Focused Product Idea

Nowadays, it is widely recognised that the term ‘innovation’ not only concerns the development of new technologies, but also emphasises the development of new meanings (Hekkert & Van Dijk, Vision in design: A guidebook for innovators. BIS publishers, 2011). Verganti (Overcrowded: Designing meaningful products in a world awash with ideas. MIT Press, 2017), in discussing the purpose of products, distinguished three types of meanings: (1) utilitarian meaning—this dimension represents the practical functionality of a product, focusing on its ability to fulfil specific tasks or solve problems; it reflects a pragmatic relationship between the user and the product; (2) symbolic meaning—Verganti suggests that products also serve as social signifiers, communicating non-verbal messages about their users; (3) emotional meaning—the emotional dimension underscores the affective relationship between users and products, reflecting how a product can trigger emotional responses. Symbolic and emotional product meanings strongly influence purchase decisions, driving success. While utility meets operational needs, emotional and symbolic aspects cater to socio-cultural desires (Dell’Era & Verganti, R., Design driven innovation: changing the rules of competition by radically innovating what things mean. Harvard Business Press, 2009, Creativity and Innovation Management, 36–48, 20, 2011).