When building or growing any brand, creating an emotional connection with the audience is paramount. Just like a symphony, where each instrument contributes to the overall harmony, emotion design weaves together three essential elements: visceral, behavioural, and reflective.
In this article we (Squark Design) will look at each of these elements and how they play a crucial role in how consumers perceive and interact with brands like yours, and when aligned, they can create an experience that is both memorable and impactful.
Let’s start with Visceral.
Visceral Emotional Design: The First Note
The journey begins with visceral emotional design, which is the most immediate layer of user interaction. It’s the initial reaction to the brand’s aesthetics—the look, feel, and sound that strike a chord with the consumer’s senses. This is the design that captures attention and generates interest. For instance, a sleek and modern gadget or a visually stunning advertisement can create a powerful first impression that draws consumers in. Visceral emotion is the element that causes the audience to react in some way. This could be a look a landing page, to research your brand or maybe call you directly.
Behavioural Emotional Design: The Rhythm
Once the consumer is engaged, behavioural emotional design takes the lead. This layer is all about the usability and functionality of the brand’s offerings. It’s the rhythm that consumers move to, the ease with which they navigate a website, the comfort of using a product and the satisfaction derived from a service. Behavioural design ensures that the consumer’s experience is smooth and intuitive, encouraging continued interaction and fostering confidence in the brand.
Reflective Emotional Design: The Melody
Reflective emotional design is the melody that lingers long after the song has ended. It’s the deeper connection that consumers form with a brand, influenced by personal values, experiences and the brand’s overall narrative. This layer of design is about the stories consumers tell themselves and others about their choices and the brands they support. It’s the emotional bond that turns consumers into brand advocates and ambassadors.
The Cohesive Brand Experience
A cohesive brand experience emerges when these three layers of design are in harmony. The visceral design attracts, the behavioural design satisfies, and the reflective design endears. Together, they create a brand experience that resonates on multiple levels.
For example, consider a smartphone brand that launches a new device. The visceral design is evident in the sleek lines and premium materials that make the phone a joy to behold and hold. The behavioural design is reflected in the user-friendly interface and the seamless performance of the phone, making it a pleasure to use daily. Finally, the reflective design is embodied in the brand’s commitment to innovation and sustainability, aligning with the consumer’s self-image and aspirations.
In conclusion
Creating a cohesive brand experience requires a delicate balance of visceral, behavioural, and reflective emotional design. Each layer must be thoughtfully crafted and aligned with the others to ensure that the brand not only captures the consumer’s attention but also earns their loyalty and advocacy. By doing so, brands can create experiences that are not just seen or used but felt and remembered, striking a chord that resonates with consumers on a deeper level.
