Dear Reader— Congratulations and thank you for buying Aarron Walter’s lavender mini-treatise, Designing for Emotion. In making this purchase, you’ve demonstrated great taste, as this book is not for everyone. For instance, it’s not for web designers who want to spend less time creating and more time playing on social networks. Nor is Designing for Emotion addressed to designers seeking a one-size-fits-all layout they can plug into Photoshop (or their CSS file) and re-use on every assignment that comes along. It’s not for practitioners who think design is a bag of tricks, or who are comfortable knocking out a look and feel when they don’t know a site’s content. Above all, this is not a book for those who wish to coast through their career, never risking rocking the boat, and thus never daring to be great. This book is for those who want their designs to make an impression. For those who want their sites to be usable, of course, but who also want them to surprise and delight, inviting prolonged and repeated exploration. If you are among the few, the proud, the dedicated craftspeople of the web for whom Designing for Emotion was created, Aarron Walter has prepared a bouquet of strategies and inspirations to keep you, your clients, and their users basking in happy success. So, go ahead. Laugh, cry, titter, and roar your way through Designing for Emotion. And inspire us by creating the best sites on the web. Thank you for being awesome. Yours,
Jeffrey Zeldman Publisher
Jason Santa Maria Designer
Mandy Brown Editor