In recent years much activity in the field of design has involved the measuring of human emotions, and the integration of these measurements into the design process. Now, developments in electronics, artificial intelligence and big data are leading to the design of emotional responses for the products, systems and services themselves. An excellent book, edited by researchers from Phillips, focuses on the influence of the interaction context on the emotional measures. The everyday-life contexts in which the interaction occurs with the product, system or service will impact the emotion measurements and in-part dictate the emotional response which the product, system or service should exhibit. The book provides an overview of the current knowledge on the impact of context, and advocates the need for integrating context into the design of the emotional responses.