How does petting a cat make you feel? What about biting into a cheeseburger? Or making your bed? Interactions with objects make us feel different emotions. Some feelings are personal because we bring our own unique memories and associations to the experience. Some feelings are more universal based on shared references, experiences, and cultural associations. In product design, this matters because we can only truly understand how people touch and feel objects if we also understand how the objects touch us and make us feel. This talk focuses on the emotional side of design and how designing for emotions can help create more inclusive, human-centered products. Joey Zeledón is a design principal at Steelcase. You can see his work on instagram here: and an interview with Joey here: