Emotional Design now operates exactly like the media. Media and the consumption of experiences submerge us in a world of virtual experiences - everything else, namely the real, is too dangerous. And in this sense, even German Romanticism was a kind of Emotional Design. You can't formulate Emotional Design's task more succinctly than Wackenroder did when he called it the compression of the meandering emotions which have been lost in real life. Emotional Design offers patterns upon which consumers can model their own emotions - and this is exactly what Hollywood films have been doing for years now.
Communication design shapes the experiences within the medium of consumption.
It is no longer everyday objects which are being designed, but rather relationship patterns. When you look at the market from the customer's perspective, the product is transformed into a problem solution or a wish fulfilment. And that's why the 'new marketing' sells goods as problem solutions. Anyone who buys something eventually turns up in the manufacturer's reports. So even hardware is now appearing in the form of a service.