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Product Emotion Measurement Instrument (PrEmo)


The Product Emotion Measurement Instrument (PrEmo) developed by Desmet (2003) is a non-verbal self-assessment computer program to measure emotions elicited by product design.

It is based on the assumption that persons are experts in interpretation of emotional expressions. Desmet claims to base his assumption on the evolutionary psychological approach that facial expressions and body language are sometimes more important for human interaction than verbal communication.

14 emotions which are supposed to be typically evoked by the design of a product were identified - seven positive emotions (inspiration, desire, satisfaction, pleasant surprise, fascination, amusement, admiration) and seven negative ones (disgust, indignancy, contempt, disappointment, dissatisfaction, boredom, and unpleasant surprise). For every emotion PrEmo provides an animated cartoon character with an appropriate facial expression and body language and a 3-point scale to rate if this animation really expresses what the user feels.

Due to the non-verbal design PrEmo is usable cross-culturally. In addition, it can be used to measure mixed emotions.

Recommended Websites

PrEmo online:

TU Delft, ID-StudioLab, Pieter Desmet:




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