Design Dialogue: The Visceral Hedonic Rhetoric Framework

Cara Wrigley is a senior lecturer in the field of design led innovation, at the Queensland University of Technology located in Brisbane, Australia. She has developed a unique understanding of visceral hedonic rhetoric and its contribution to the field of product design research. Combined with her scholarly expertise of emotional design, she is currently investigating a fresh approach to the value that design holds in business—specifically, creating strategies to design business models that have an emotive customer engagement. Cara has presented and published widely in this field and is currently leading several initiatives to contribute to both industry and academia.