It got me thinking about how mobile apps can evoke emotions in users and how it can impact the brand in a subliminal way. In my view the Quartz iPhone app is likely to make the reader feel happy while using the app, thanks to the contextual, often-light hearted reactions to a news item. So the micro moment when the app is used (the app sends out a ‘you are all caught up’ message after a few stories in any case), is made pleasurable, delightful. The app uses the notification centre too, but again differently with a ‘chart of the moment’. To me, these set of features subtly cue ingenuity and inventiveness and such emotions are then transferred on to the brand. Over time, such positive emotions build loyalty towards the app and actually make one look forward to using the app.

Our tagline ‘Emotion Engineering & Design’ in a way, is a summation of this approach. A mobile phone is an extremely personal device and interactions with a mobile app in it has the potential to trigger emotional responses. One-third of the time spent on a mobile device is on mobile apps – so it is critical to factor in features and interactions which have the potential to emotionally impact a user, right from the planning stage to the design stage. It is not just about how pretty an app looks. Next time you use your favourite mobile app – be it a news app or utility, think for a moment on how emotionally engaged you are with it. The Quartz iPhone app is certainly one such app.