To guide the challenging tasks that are created by unavoidable design trends such as personalised design or intuitive design, emotional design is becoming more prevalent and the buzzword. Emotions are central to the design, but also emotions are central to conspicuous consumption. Especially designs that are particularly targeted at human emotions, or designs that aim to trigger emotional reactions from humans or designs that aim to trigger attachments between objects and humans. Although this may be favourable to a certain level, I am thinking of the possible drawbacks of such an imbalanced drift. How may unemotional design be required as a standpoint to avoid unnecessary and impulsive purchase behaviour? Even though this is just an initial idea that may branch out further, I created this series of illustrations by using everyday objects to initiate exploration and to create emphasis on this topic.