5 th International Forum of Design as a Process - Advanced Design Cultures 1 Emotions as a tool on advanced design: From industrial design to urban environment Amparo Berenice Calvillo Cortés Ph.D Full time professor at the Department of Architecture Tecnológico de Monterrey Campus Guadalajara Av. General Ramón Corona 2514 Col. Nuevo México 45201 Zapopan, Jalisco México bere.calvillo@itesm.mx, bere_calvillo@yahoo.com.mx Ruth Maribel León Morán Ph.D Full time professor at the Department of Industrial Design Tecnológico de Monterrey Campus Guadalajara Av. General Ramón Corona 2514 Col. Nuevo México 45201 Zapopan, Jalisco México ruthleon@itesm.mx Abstract This paper is aimed to show some useful approaches of the user’s emotions as a tool employed in advanced design that allows experts to take decisions, as well as to evaluate and predict design projects. We show some examples of emotional application on the field of design. Such models were first verified on industrial design and shortly after, they were evidenced on urban and built environment. Industrial design and built environment are focused on human needs. On its straight meaning, they correspond to: the function of use, enjoyment, or the one about living. Therefore they cannot be separated from the consumer’s affective expression, even when indifference an emotional response take place (Calvillo 2010). Emotive response of humans/users can be taken as a useful instrument applied to design: it can visibly give the specialists suitable answers to the pre-creation process; it can also provide evaluation data or valuable keys to prospective design. Keywords Emotion, advanced design, emotional design, urban environment, qualitative methodology 1. Introduction: 1.1 Emotions on design There are several methods targeted on integrating the voice of the customer referring to the industrial use (Bergman and Klefsjö, 1994) although when it comes to measuring emotions, impressions and pleasure, the available techniques become very rare. Jordan (2001) suggests to disregard the traditional focus on functionality and to better concentrate on ‘softer’ issues such as Hedonic Ergonomics in design and Pleasurable Products and Interaction (Helander, 2001) consequently, it is the customer’s emotional necessities which primarily must be