Emotional design

Emotional design strives to create products that elicit appropriate emotions, in order to create a positive experience for the user. To do so, designers consider the connections that can form between users and the objects they use, and the emotions that can arise from them.

https://medium.com/@smashingmag/how-to-design-emotional-interfaces-for-boring-apps-8f09389103ef

http://conversionscientist.com/web-site-optimization/how-to-use-emotional-triggers-to-increase-conversions/