UDC 378

Yu Xi¹ (Moscow, Russian Federation) – 864079527@qq.com; Rudnev I.Yu.¹ (Moscow, Russian Federation) – iyu.rudnev@mpgu.su

¹Moscow State Pedagogical University

Abstract. Much has changed in our time. People’s needs and values ​​have changed, and this has affected design as well. It has also evolved: today, emotions and convenience are in the first place in design. Emotional design is the “language of the heart”. Unlike rational design, it appeals to the consumer’s feelings and evokes certain emotions. But, according to Aaron Walter, the author of the term “emotional design”, the product must be functional, reliable and useful for the consumer to experience positive emotions. The concept of emotional design is multifaceted. It combines the form of mass-produced items and human emotions. Emotions accompany us throughout our lives, help express our attitude to the world around us and current events. In the era of universal digitalization, computer application software has become an indispensable functional carrier in human life. In the new conditions, the humanistic spirit of society keeps up with the times, and the awakening of individual consciousness makes people pay attention to their own experience, and the need for emotional experience in the process of human-computer interaction increases. How to bring emotional elements into user interface design, a typical product of the combination of art and technology, has become a subject of widespread concern in the field of theoretical research. This paper explores the user’s visual experience and cognition, analyzes the role of various design elements in influencing the user’s emotions and feelings, seeks a paradigm for applying affective theories to existing cases, so as to summarize a series of objective design theories suitable for the interactive interface of market software.

Keywords: user interface design, emotional, user experience, visual thinking.

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For citation: Yu Xi, Rudnev I.Yu. Visual cognition and emotional projection in user interface design. CITISE. 2025, no. 1, pp. 168-178.