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Ricardo A Martins Andr L Battaiola Aspects of emotion and memory relationship targeted to experience design Emotion cognition human senses memory experiences marketing advertising promotion interactive presentations learning environments branding The emotional component of the brain plays a very important role in cognitive and decision processes related to information that arrives at our external senses as vision hearing sense of smell taste touch pain pressure temperature and by internal ones as hunger thirsty time balance and synesthesia These senses can influence our emotions by several ways and to know how to drive them has become an important skill to designers who need to drive emotional responses using visual signs As we know emotions are intimately connected to the memory and consequently to the cognitive processes involved in the acquisition transformation and storage of information Knowing this if designers could target themselves to a positive construction of experiences emotionally driven they could get reinforcement for the learning of concepts principles and even meanings connected to brands The focus of this article is to analyze the impact of emotion and memory relations in designers work Besides it shows the use of those concepts in the design of experiences that stimulate our emotions positively through interactive presentations ludic learning environments Internet websites and even other experiences emotionally connected to the public 1 Introduction You have to begin to loose your memory if only in bits and pieces to realize that memory is what makes our lives Our memory is our coherence our reason our feeling even our action Without it we are nothing - Luis Bu spanish film maker This quote summarizes very well how important our memory is However our memory is not enough when we need to take decisions related to where we should go or what we should do because what really drives human beings is not reason but emotion Filliozat 1998 Damasio 1994 The phrase of Descartes I think therefore I am
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