The emotional impact of design: Understand how aesthetics influence our feelings

Good design isn’t just about making stuff look nice—it’s about making us feel something deep down inside.

Think about the first time you walked into a Tesla showroom. Your eyes go straight to that sleek Model S on display. Its smooth, powerful design gives you this rush of awe, respect, and ambition…just from looking at it.

Then you sit in the driver’s seat, feel the quality leather, and hear the solid thunk of the door closing—you can tell everything is crafted to perfection. It’s more than just a car, it’s an experience, a lifestyle, a statement.

Moments like that show design is way more than skin deep—it makes a personal connection and turns a product into an emotional journey. When used right, design shapes how we feel, dream, and choose.

In fact, studies show we make up our minds about something within the first 90 seconds of seeing it. First impressions matter big time.

Knowing that people make more emotional buying decisions than logical ones, good design is key to hooking your audience and ultimately getting them to buy from you.

Let’s break down the power of emotional design and why you should invest in it.

Why we’re drawn to good design

There’s some deep psychology behind why we like stuff that looks nice. The concept of aesthetic appeal is deeply rooted in our evolutionary biology and cultural upbringing.

Humans are just naturally attracted to balance and symmetry in design. So designs that use those principles feel more beautiful to us and make us feel good.

But our culture and personal experiences shape our idea of beauty too. What looks awesome to someone from one culture may not be the same for someone else.

Understanding what makes something aesthetically pleasing to your audience specifically can help designers make stuff that really speaks to them.

Using these universal beauty principles while also considering cultural differences, designers can make things that look amazing and make an emotional impact.

Why emotional design matters for branding

Design is a powerful tool when it comes to making emotional connections with your audience and building a solid brand identity.

Some say it’s the only thing that matters in branding—not totally true, but visuals do tie all the branding elements together.

Using thoughtful, strategic design choices, you can spark specific emotions that match your brand values and messaging.

One trendy and effective way to create emotional branding through design is by using storytelling elements. Trying to tell a story through your design engages people emotionally and makes a memorable brand experience.

Think about the iconic Coca-Cola Christmas campaigns. The red and white colors plus happy families and Santa make you feel warm, joyful, and nostalgic, reinforcing Coke’s brand values of happiness and togetherness.

Every holiday season, you’d feel that nostalgia and love for a bottle of fizzy sugar water just because of the design.

This brings up another key for using design to be emotional: consistency. Coca-Cola sticks to the same theme: togetherness, warm colors, frosty bottles, and smiles.

You can make a strong, consistent message by using your brand style guide—colors, fonts, and imagery. This helps people recognize and connect with your brand.

The role of color in emotional design

Color is super powerful when it comes to sparking emotions. Different colors have distinct psychological effects on our mood and behavior.

Red is associated with passion, energy, and urgency. It can stimulate appetite and grab attention—that’s why it’s used a lot in food branding and ads.

Blue, on the other hand, is linked to calm, trust, and reliability. Banks and financial companies use it a ton to relay stability and security. Choosing colors that spark the emotional response you want is key.

Understanding color psychology can help you make designs that communicate your brand message and resonate with your audience.

But cultural differences can influence how colors are interpreted too. White symbolizes purity and innocence in Western cultures, but mourning and death in some Eastern cultures. When going global, consider these nuances and choose colors that are universally appreciated.

Typography and making an emotional connection

Typography—the art of arranging type to make written language appealing when displayed—can also impact people’s emotional responses significantly. Font and style choices communicate different emotions.

Serif fonts are usually associated with tradition, elegance, and authority. They’re used a lot in print and formal documents. Sans-serif fonts feel more modern, casual, and approachable—used in digital interfaces and contemporary designs.

Size, weight, and spacing also influence the emotional impact of design. Big, bold typography can feel dominant and powerful, while small, delicate typography conveys subtlety and intimacy.

When choosing typography, consider the personality and tone you want to express. Experiment with different fonts and styles to find the perfect match that resonates with your brand and audience.

Examples of emotional design done right

Apple is famous for its sleek, minimalist design. Their products and stores feel elegant and sophisticated. The clean lines, white space, and premium materials give a sense of luxury and exclusivity, making people feel part of an elite club.

Airbnb’s design is all about belonging and adventure. Their site has vibrant colors, captivating imagery, and user content showing unique travel experiences. 

It makes you feel excited and curious, enticing you to explore and book trips around the world

Both Apple and Airbnb have leveraged the emotional power of design to build strong brand identities and connect with target audiences. By understanding customer desires and aspirations, they’ve crafted designs that resonate emotionally and leave a lasting impression.

Design is a superpower that can make us feel and remember. Use it thoughtfully to make your audience feel exactly how you want.

Start your journey to awesome emotional design with Deer Designer today. Let’s make your audience feel it and leave an impact!