Sugar Rush: Understanding Emotional Values in Utilitarian Products

Search for innovation, from a socioeconomic point of view, has been an interesting area of study for many fields – including Design. Traditionally focused on form and function, now the Design research field has targeted the experience (aesthetic, symbolic and emotional) as one of its main topics. This challenge becomes more complex when we try to understand the emotional values and meanings that can possibly coexist within a utilitarian type of product. Therefore, this article studied the sugar and its emotional values by using the laddering technique along with stimuli application during the interviews. We will conclude that there’s potential to achieve innovation if we can establish attachment bonds and improve the contexts of user experience.