Onur Cobanli explains:
Great design has an emotional component to it, that is different from most good design where the value is mostly embedded in its function; the value of great design is also emotional. There are of course cases where the functionality is so great that this enhanced functionality creates an emotional reaction; this is of course great design. When you have great design in your hand, when you experience great design, you feel lucky, you feel happy to have it. Great design makes you admire it, love it, embrace it, great design touches your soul.