"Design shapes the interactions between people and products by asking the simple questions about how people relate to a product...it provides the sensory cues and visual semantics that enable a user to have a successful and emotionally gratifying user experience."
   -Medical Device & Diagnostic Industry Magazine, March 2000.

People are emotional, not just rational beings. We place a high value on experiences that make us feel good. The many variables involved in creating a continually meaningful set of experiences for a diverse group of customers can be overwhelming. People evaluate experiences using obvious and subliminal processes.

The following diagram illustrates some of the various factors involved in the decision making process when we are selecting brands and the products and services provided by them.

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