(bouncy music) - Whenever you get into want mode there's two forces that are constantly at bay. Like this. - What if we bought a boat? - There's the emotional. - Think about the memories that we would all have together. - And then there's the rational. - I mean, look at my wallet. It's just full of fake cards. - Yeah. - I don't even have anything in there but a Costco card. - The emotional only cares about what you want. How you're going to feel in that moment.
The rational only cares about what problem you're gonna solve, and what new problems are gonna arise from that. - We would look so good on a boat. - What about taking care of the boat? Who's gonna do that? - Kids. Mom. - Were're gonna put, yeah Mom's gonna take care of the, that's a good idea, actually. Mom could take care of the boat. - I think we should crunch the numbers. - Okay. - I think it would be a savings. - Alright, lets crunch the numbers, but I'm telling you it's not gonna work. - It's gonna work. - So, who wins? Well, science tells us the emotional does. But there's something else going on here.
See, as humans, we struggle to be able to articulate our feelings. How we emote. So we turn to rational arguments. It's why every focus group will tell you about the rational things they've done in order to buy or choose a product. So, as a designer, you're at a huge advantage. You get to design for emotion, and include copy for ration. So you can make someone fall in love with the product or service, and then give them the words to be able to support it.