The aim of this research is to advance scholarly understanding of declining empathy levels in the general population, in the context of narcissism – a personality variable that is rising in the population and is associated with low empathy. Empirical evidence has consistently shown that empathy is vital in endorsing and upholding social harmony between individuals, promoting prosocial behaviours, and inhibiting antisocial behaviours. Therefore, a decline in empathy levels has potential negative connotations for society. Understanding individual differences in empathy better will help to identify ways to mitigate its decline.
Empathic design is an emerging issue in the design field. What are empathic design, designing process, design methodologies, and a strategic design model? Why is empathic design important to the creative and designing processes?
Empathic design is one of the useful ways to understand interpersonal relationships that might influence the creative and designing processes, design strategies and innovation. Empathic design that emphasizes listening to the voice from customer’s heart and designing this into design has been proved to be something the customer really needs in brand communication messages and brand values.
This paper researches, investigates and gathers the research methodologies and combines a literature review, case study, structured interviews and grounded theory. The structured interviews comprise four designers who worked in the brand design department, including two senior designers and two junior designers.
Thus, a literature review is conducted in this research to discuss the empathic design model, explore founding theories and then seek to analyze and propose a structured empathic design model.
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