Emotion Strategy. How to design emotions.

Brands, products and the entire field of CD communicate a spectrum of emotions and values. Targeted communication and design have always been a special challenge for designers. How can I better understand emotion and translate it into targeted design? Which findings in psychology and behavioural research help me optimize the design process, and how can I apply this know-how in practice? A special highlight will be the insights into the Emotion Grid and Design Elements tools.