Madison Vale

Every shelf in the store and website online is packed with similar products, so a question designers have to ask themselves now is, “How can we make this stand out?” Sure, functionality and quality matter, but today, products that create emotional connections with customers are the ones that truly win. Design plays a huge role in making connections, overall taking a product from just “another thing” to a piece people love, trust, and keep coming back to.

Tapping into Peoples Feels

Emotional design is all about making products that resonate on a personal level. If you can get someone to feel something, your product becomes way more than just functional.

• First Impressions Are Important (Visceral Design): This is where someone’s gut reaction to a product comes into play. When people see a sleek product, soft colors, or a cozy look, they react right away. Apple is a great example of this. Their clean and simple designs make their products feel sophisticated before the product is even turned on.
• Make it Easy (Behavioral Design): Once someone starts using a product, they need to actually enjoy the experience. This is where good design can shine by removing pain points and making things smooth and easy.
• Deep Connections (Reflective Design): People form lasting connections based on their own values and lifestyles. Eco-friendly packaging or a brand that donates to charity, adds a layer of personal meaning for some. When a product or brand aligns with someone’s beliefs, it creates a deeper, longer-lasting connection.

Creating Brand Loyalty

When people connect emotionally with a product, they’re much more likely to stick with the brand, and that loyalty is golden. If a design speaks to them, they’re probably going to come back for more.

Nike is a stellar example. Everything about their design screams “empowerment” and “performance,” right down to the little details. Their products feel like they’re made for people who want to push themselves. Nike doesn’t just sell shoes, they sell an idea that customers love to identify with. When users feel like a brand “gets them,” they’re not only going to stick around, they’re going to spread the word.

Painting with the Colors of the Wind

Color is a much more powerful tool than people think. By choosing specific colors, brands can actually set a mood, communicate purpose, and build emotional ties.

• Warm Colors (Red, Orange, Yellow): Bright colors evoke energy and excitement. Red can signal passion or urgency, yellow cheerfulness, and orange adds warmth, making them ideal choices for bold and dynamic products.
• Cool Colors (Blue, Green, Purple): Cool tones bring a sense of calm and trust. Blue conveys stability, green suggests health and nature, and purple implies creativity and luxury, suiting brands that aim to feel refreshing, reliable, or high-end.
• Neutral Colors (Black, White, Gray): Neutrals create a sophisticated and timeless look. With black suggesting luxury, white simplicity, and gray modernity, these colors are often used for sleek, minimalist products.

Color helps brands communicate and build an emotional bond with customers, making products memorable. Consistent color use—like Coca-Cola’s red or Tiffany’s blue—strengthens recognition and the emotional connection over time. When used well, color isn’t just visual—it’s an emotional bridge between brand and consumer.

The Bottom Line? Design to Connect with People.

At the end of the day, a well-designed product isn’t just another item to buy. It’s something that people genuinely like, or even love. By appealing to emotions, design can make a product memorable.

When a product is designed to connect with people on an emotional level, it doesn’t just add value, it becomes part of their life. That’s the power of design done right.

Citations

Cao, J. (2018a, June 11). Web design color theory: How to create the right emotions with color in web design. TNW | Tnw. https://thenextweb.com/news/how-to-create-the-right-emotions-with-color-in-web-design

Cao, J. (2018b, June 11). Web design color theory: How to create the right emotions with color in web design. TNW | Tnw. https://thenextweb.com/news/how-to-create-the-right-emotions-with-color-in-web-design

Coleman, S. (2024, October 1). How to use emotional branding to connect with customers. Speak Creative. https://www.madebyspeak.com/blog/posts/how-to-use-emotional-branding-to-connect-with-customers#:~:text=When%20a%20brand%20connects%20emotionally,leads%20to%20increasing%20customer%20loyalty.

Komninos, A. (2024, November 13). Norman’s three levels of design. The Interaction Design Foundation. https://www.interaction-design.org/literature/article/norman-s-three-levels-of-design?srsltid=AfmBOopj8l084J5X9zzamIU_KAB9imYOytN8-ZpZNDPnQk0QWc34QjOe

Nike. About Nike – the official website for Nike, inc., Converse and Jordan Brands read Nike’s mission statement, find information about Nike, inc. innovation, Sustainability, Community Impact and more – nike, Inc.. (n.d.). https://about.nike.com/en/