Every object we love speaks to us on multiple levels.
The things that truly resonate with us appeal to our three levels of processing as humans: the visceral, the behavioral, and the reflective.
Introduced by Don Norman in his book Emotional Design, these three levels of processing then correspond to three corresponding forms of design. Lush, a handmade cosmetic brand, designs for all three.
Our visceral processing is where first impressions are formed. Our automatic rapid judgments are established of what is good and bad, safe or dangerous. Visceral design is centered on that initial impact of a product, including appearance, touch, smell, etc. Lush leans into this by designing for a pleasurable multi-sensory experience when visiting stores.
The window displays show the variety of colorful and multi-textured products, drawing people in. Products are left unwrapped and tactile, inviting customers to touch and try different items to see what they want based not just on look, but touch and smell as well.
Before any purchase even has to occur, in-store customers can form a positive visceral connection through this visual exploration, which in turn creates an emotional response of happiness or curiosity.
That being said, through Norman’s lens, some might argue that Lush overstimulates your senses rather than balances the senses. Norman’s idea of visceral pleasure seems to lean more toward clarity and order, qualities found in Apple’s minimalist and sleek designs.
Once you take a Lush product home, the experience shifts to the behavioral level. Our behavioral processing is the site of most human behavior. In design, the behavior level is about the use and experience of the product, including its function, performance, and usability. Lush’s products are effective and do what they claim to do. Because the company uses simple ingredients and packaging, the products are easy to understand and use. Beyond functionality, the tactile nature of the products, including fizzy bath bombs, jelly soaps, and solid shampoo bars makes the necessary steps of personal hygiene into enjoyable behavior.
The contemplative part of the brain, or the reflective level, allows the human brain to think about its own operations and have conscious thoughts and reflections. According to Norman, it is here that the impact of thought and emotions are fully experienced and we begin to interpret, understand, and reason. This design level is where a person’s self-identity is located.
The way we dress and behave, the material objects we possess…, are all public expressions of our selves.
Author of Emotional Design, Don Norman.
Lush leans into this centralization of self image by creating their own strong brand personality that people adopt into their self-image. The company’s ethical stance, including cruelty-free testing, sustainable sourcing, and ethical labor laws, allow customers to align their purchases with core personal values.
Using Lush products then becomes about more than hygiene. It becomes a conscious choice that reflects who the buyer is and what they stand for, creating a sense of pride and self-alignment with the products they are purchasing.
For many, Lush is a place that best represents either their personal values, their priorities or their world view; a company that strives to do good business without exploiting people, planet or animals.
The Lush Ethical Charter, LUSH Cosmetics.
The company has further successfully created a personality that is consistent and matches their market segment, two key factors that create successful design according to Emotional Design. By creating this emotional response amongst customers, Lush is able to draw consumers toward their products, or away from them, based on their personal values.
According to Norman, the designer must keep in mind the person for whom the product is designed for. Lush’s products keep in mind the importance of the reflection and personal values of consumers by highlighting their social and environmental efforts in their core messages.
By appealing to the reflective level, Lush is able to build long-term emotional connections with its customers. They don’t just provide a positive visceral experience, but give customers a way to feel good about who they are and the world they contribute to beyond their purchases.
Brands are all about emotions.
Author of Emotional Design, Don Norman.
Through these levels of processing and design, Lush is able to create meaningful experiences that connect people to their senses, their everyday behaviors, and their values. When customers choose Lush, they aren’t just choosing their soap, they’re choosing an experience that aligns with who they are or who they want to be.
Cami Rick 