by Seamus Tierney

In my experience as a creative director, I have come to recognize that aesthetics are just the tip of the iceberg. Beyond the surface lies the profound ability to evoke emotions and develop connections that resonate with audiences on a much deeper level.

Whether it’s a logo, product packaging, or a 30-second spot, every visual element has the potential to elicit feelings, tell stories, and leave lasting impressions that help define a brand.

As human beings, we are inherently emotional creatures. We are drawn to visuals that stir something within us, whether it’s joy, nostalgia, excitement, or even sadness. As creatives, we have a unique opportunity to tap into this emotional reservoir and channel it through our designs.

My personal design work is influenced by the principles of the psychology of marketing, which is the study of the who, what, where, when, and why that leads to the purchases we make. From what we eat to what we wear, there are reasons behind those decisions that are woven into the tapestry that defines who we are as individuals.

Understanding that basic principle of marketing, requires proper design to complete the, what I like to call, user experience. After all, what is it that every one of us ultimately wants? We want to be recognized and validated.

For most of us, we seek authenticity, reliability, and a sense of connection when choosing a brand. We value transparency, quality, and alignment with our personal values. Brands that offer unique experiences and foster trust while evoking emotions tend to resonate the most with consumers.

This defines my personal belief that the difference between a good and a great campaign can be identified by whether or not the design and narrative work together to evoke emotions.

Consider Nike’s “Just Do It” tagline, which transcends mere marketing to forge a profound personal connection with consumers. It encapsulates a philosophy of empowerment, urging individuals to overcome obstacles, doubts, and limitations.

This message resonates on a deeply human level, evoking emotions of determination, courage, and resilience. By embracing “Just Do It,” consumers aren’t just purchasing a product; they’re adopting a mindset, a call to action that inspires them to push beyond their comfort zones and pursue their goals with unwavering conviction.

In this way, Nike doesn’t just sell sportswear; it cultivates a community of doers, united by the belief that anything is achievable with the right mindset and effort.