By definition, empathy is the ability to understand and share the feelings of another. Doesn’t sound like a quality an object can have, does it? But what if I put it differently—what if a product could address or evoke feelings and fulfill the user’s needs and desires?
In the context of emotional durability, that’s exactly what we mean by empathy between the user and the product.
Why is that important? Because more than we consume the product itself, we consume the meaning behind it. Objects allow us to experience our dreams and desires. When we design for longevity, our goal is to sustain that meaningful connection.
This, however, is especially challenging—people constantly evolve, while material objects remain frozen in time. When a product fails to sustain empathy with its user, it quickly becomes obsolete.
Understanding Your Customer
So how do we approach that?
Once again, the key lies in understanding our target customer. In one of the previous posts, I described how to do this using the Value Proposition Canvas. Today, we’ll explore a different perspective.
We’ll use a customer segmentation model developed by SPOTT Trends & Business, which looks at two main parameters:
- How introverted or extroverted our customers are, and
- Whether they are community-driven or individualistic.
This creates four distinct groups. And just a quick disclaimer: to make these easier to grasp, I’ll be using some generalisations (stereotypes even!)—so please, no hard feelings. 😉
- Individual & Extrovert – Trend-driven and often younger consumers. They’re drawn to novelty and short-lived phenomena. Their goal is to stand out, experiment, and express their individuality through bold, edgy designs.
- Community & Extrovert – Mostly women who prefer coherence and long-term aesthetics over the avant-garde. They follow mainstream styles and often look up to icons for inspiration. Their choices are conceptual, harmonious, and socially approved.
- Community & Introvert – Typically older generations who value tradition and functionality. They’re anti-trend, slow to adopt new ideas, and prefer to keep things as they’ve always been. Their goal? Products that last for life.
- Individual & Introvert – Often reflecting how most men engage with fashion: classic, functional, and longevity-focused. They appreciate garments that serve a clear purpose, with minimal change over time. They dress appropriately and effortlessly—not to impress others, but to feel confident and capable.
The Pleasure of the Familiar and the Unfamiliar
Before we link this to emotional durability, let me introduce one more concept: The Pleasure of the Familiar and the Unfamiliar, based on ‘Aesthetic Sustainability’ by Kristine Harper.
- The Pleasure of the Familiar is what we perceive as beautiful—designs that feel structured, balanced, and harmonious. Their meaning is instantly clear; they fit neatly into the visual patterns and preconceptions we already hold.
- The Pleasure of the Unfamiliar, on the other hand, is what we perceive as sublime. It comes from designs that make us pause and think—those that surprise us, challenge us, or invite deeper exploration. These often follow an order–chaos–order structure.
Think about a typical drama movie: two characters meet, fall in love, then face obstacles—a misunderstanding, bad luck, or someone’s interference. You feel frustration and suspense, right? But that’s what keeps you watching. And when they finally get their happy ending, the satisfaction is stronger precisely because of the chaos before it. That’s the same emotional pattern that makes some designs so captivating.
Linking Empathy to Design Strategy
Now, let’s connect these ideas.
You may have noticed that Community & Introvert (older consumers) and Individual & Extrovert (younger consumers) sit on opposite ends of the spectrum—corresponding with preferences for The Pleasure of the Familiar and The Pleasure of the Unfamiliar, respectively.
The remaining two groups fall somewhere in between, balancing both drives in moderate ways.
Imagine a diagonal spectrum:
- The higher you move up the line, the stronger the desire for surprise, mystery, and the joy of discovery.
- The lower you go, the stronger the need for comfort, reassurance, and familiarity.
Consumers who crave surprise enjoy familiarising themselves with a product over time—but that bond fades when the product stops evolving.
Designing for Emotional Durability
Once we understand where our customer sits on that spectrum, we can design accordingly. Kristine Harper identifies four pairs of design strategies that help us balance familiarity and unfamiliarity:
Instant payoff vs Instant presence
- Instant payoff: Meeting tactile expectations and providing the exact sensation the user anticipates.
- Example: A cashmere scarf that feels as soft and comforting as expected.
- Instant presence: Challenging sensuous assumptions—when the appearance doesn’t match the feel,
- Example: Cushions printed to look like wood—visually rigid but surprisingly soft.
Comfort booster vs Breaking the comfort zone
- Comfort booster: Staying safely within the user’s comfort zone, offering a touch of freshness without disruption.
- Example: A classic black dress with a small bow accent—familiar but subtly renewed.
- Breaking the comfort zone: Inviting users to explore new possibilities.
- Example: A transformable dress that can be styled in different ways.
Pattern booster vs Pattern breaker
- Pattern booster: Supporting existing habits and routines.
- Example: An extra jeans pocket designed for phones—familiar, practical, intuitive.
- Pattern breaker: Challenging habits and provoking curiosity.
- Example: Jeans with multiple overlapping back pockets—forcing the wearer to rethink their routine.
Blending in vs Standing out
- Blending in: Offering comfort through visual harmony and social belonging.
- Example: Simple silhouettes, pastel colours, oversized fits.
- Standing out: Inviting attention and self-expression.
- Example: Flashy colours, bold textures, dramatic shapes, and statement accessories.
Conclusion
As I’ve highlighted many times before—when designing for emotional durability, knowing your customer is key.
When you identify whether your customer leans toward familiar or unfamiliar aesthetics, you can apply the right strategies to keep them satisfied and engaged.
Recognising and addressing their evolving needs and desires allows you to sustain that crucial empathy between the product and the user—for a longer, more meaningful relationship.