ABSTRACT
This paper, which stems from a developing research project, aims to disseminate among the international scientific community the thought of Daciano da Costa (1930-2005) given the importance he conferred to Emotional Values in the Design Process, throughout his teaching career and his professional practice as a reference personage in the Design of the twentieth century in Portugal. We focus on the important role played by Emotional Values within the conceptual Design process, through the case study Daciano da Costa. What Daciano brought to the practice and teaching was a modernization of processes, a new perspective on the emerging themes of design, like Emotional Values. Daciano believed that designing was providing a service. This task was understood as the building of a relationship with users. The main issue is that emotions have a crucial role in the human ability to understand the world and how they learn new things. This concept developed by Donald Norman (2004) in his book Emotional Design, was already in Daciano’s mind as a designer and as a professor.
