Successful Brands Sell Emotions Not Products, A Product UI/UX Designer POV

What separates great brands like Nike, Apple, and Coca-Cola from the rest?

I’ve come to recognize one universal truth in design: successful products evoke emotions. It’s no longer just about creating functional or beautiful designs; today’s leading brands have mastered the art of selling emotions, not just products. Nike sells motivation, Apple sells trends, and Coca-Cola sells excitement.

How then can we as a Product UI/UX Designer or a creative replicate this in our own products? Let's dive in...

The Emotional Connection: Why It Matters

We are emotional beings, and this extends to the products we interact with daily. A user’s emotional response to a product often determines whether they become loyal advocates or indifferent users. When we design products that evoke positive emotions, we create experiences that resonate with users on a deeper level, fostering long-term engagement and trust.

Take Nike, for example. They don’t just sell sneakers—they sell motivation, empowerment, and the belief that “you can do it.” Every touchpoint, from their advertising to their app, is infused with this emotional narrative, making users feel inspired and capable.

Similarly, Apple doesn’t just sell devices—they sell a lifestyle. Their sleek design, intuitive interface, and trend-setting culture are all geared toward making users feel part of an elite, tech-savvy group. Coca-Cola? It’s not just about the drink—it’s the joy, the excitement, and the shared moments of happiness that come with every bottle.

Functionality is essential, but to evoke emotions, the design must go further.

Building Emotion into your Product's Design

1. Know your users' emotional triggers: The first step to designing products that evoke emotion is understanding what emotions are meaningful to your users. This involves deep user research, empathy, and identifying the emotions that resonate with your target audience. Are they looking for empowerment, connection, or excitement?

2. Align emotions with your brand story: Emotional design goes hand in hand with your brand identity. Whether your brand aims to inspire (like Nike), offer innovation (like Apple), or foster happiness (like Coca-Cola), your product’s design and user experience should reflect this emotional story.

3. Design beyond functionality: Functionality is essential, but to evoke emotions, the design must go further. Think about the micro-interactions, the tone of your copy, the visual aesthetics, and the overall flow. All these elements can evoke feelings of ease, excitement, or joy. A delightful animation or an encouraging message after completing a task can turn a mundane interaction into an uplifting experience.

4. Use visuals to amplify emotion: Visuals play a critical role in stirring emotions. Colors, typography, and imagery can evoke specific emotional responses. Warm colors like red and orange can convey excitement and passion, while blues and greens often evoke calm and trust. Choosing the right visual elements helps build a strong emotional connection between your product and the user.

Conclusion

The best products don’t just meet functional needs; they resonate emotionally with users. Great brands don’t just sell products—they sell feelings. Whether it’s motivation, trendiness, or excitement, these emotional responses can turn everyday users into passionate advocates.

Research shows that people are more likely to engage with, recommend, and remain loyal to products that elicit positive emotions. In fact, users who feel emotionally connected to a product will often forgive minor flaws because they are attached to the brand or experience it delivers. As designers, our challenge is to go beyond the functional and weave emotional storytelling into every element of the product.

So, next time you’re designing, ask yourself: What emotion do I want my users to feel?

#ProductDesign #UXDesign #EmotionalDesign #BrandStrategy #Innovation #BrandBuilding #DesignThinking #CindyShontan

Who is Cindy Shontan?

A UI/UX Product Design Leader with 5 years of experience, specializing in creating innovative, user-centered digital solutions. She leads cross-functional teams to build products that merge functionality with emotional engagement, driving user adoption and loyalty. With expertise in design systems, user research, and emerging tech, passionate about solving complex problems and delivering impactful experiences. She is currently exploring new opportunities where she can leverage her skills in design, innovation, and leadership to contribute to exciting projects and create lasting value in the tech space. Let’s connect to discuss how my expertise can add value to your team and drive the success of your next big project!