Manifestos/Principles

Reaction Cards

Customers struggle to express feelings. Reaction Cards provides the vocabulary. Using adjective cards (energetic, trustworthy, innovative, overwhelming, confusing), gather emotional feedback on designs or experiences. This exercise captures gut reactions that traditional methods miss. It works for testing brand positioning or understanding how experiences feel. The magic is in the patterns revealing emotional signals. Good card sets and interpretation are key; random adjectives yield random data. Expect individual reactions followed by discussion. You'll see patterns reveal unexpected emotional dimensions.

Duration
2.5 hours
Group Size
15-25
Category
Manifestos/Principles
Difficulty
Easy
Gather emotional reactions to designs using a card-based method. Identify patterns revealing how designs make people feel. Surface customer language. Prioritize design directions based on emotional alignment with brand goals.
User reactions captured via cards. Emotional response data for design decisions. Comparable feedback across concepts.
Curate quality card sets. During the exercise, don't explain cards; let participants interpret them. Connect patterns to design principles.

  1. Preparation (15 min): Select designs. Prepare reaction card sets.

  2. Individual Reaction (30 min): Participants select 3-5 cards per design.

  3. Small Group Discussion (40 min): Discuss card selections.

  4. Pattern Analysis (35 min): Aggregate selections. Identify patterns.

  5. Design Implications (20 min): Connect patterns to design decisions.

  6. Prioritization (10 min): Rank designs based on reactions and goals.

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For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

Unlock Pre-Work Requirements

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  • Reaction card sets (60-100 adjective cards)

  • Designs to test (printed or digital)

  • Recording sheets

  • Wall space for pattern analysis

Unlock Materials Required

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  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

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