The universal design concept is to design products that are usable by and effective for a broad spectrum of users. Previous universal design studies have focused on the products themselves, thus, there has been relatively little research into the emotional response. This study
examines the relationships between the universal design principles and user emotions (pleasure, arousal and dominance). After viewing Universal Design Award-winning products, participants completed the Consumer Product Universal Design Scales and explained their emotional response using the Self-Assessment Manikin. The structural equation modelling analysis revealed that “Flexibility in Use” has a positive effect on pleasure and arousal scales, and“Adaptability to the User's Pace” has a positive effect on the arousal scale. Therefore, designers should consider
the “Flexibility in Use” factor to elicit pleasure and arousal responses; similarly, providing “Adaptability to the User's Pace” to enhance dominance inducing design.