For years, marketers have been obsessively focused on efficiency, but times are changing, and consumers need more.
On paper, everything checks out: well-optimized campaigns, finely-tuned funnels, high CTRs, perfect UI. Yet, something’s off. Consumers click, but they don’t come back. They remember the discount, but not the brand. They feel served, but not moved.
The problem isn’t the tools. It’s how we use them. Because today, simply following best practices isn’t enough. We need to create something that moves people, builds connection, and invites them into the brand’s world. Something that, quite simply, sparks emotion.
And this isn’t just my personal opinion — it’s exactly what Google’s Design report shows: expressiveness isn’t just a decorative touch. It’s a path to effectiveness.
According to Google’s Data: emotion converts much better
„87% młodych ludzi woli ekspresyjne strony niż minimalistyczne.”
Źródło: Google Expressive Material Design
"87% of young people prefer expressive websites over minimalist ones."
Source: Google Expressive Material Design
We’re not talking about aesthetics here. We’re talking about the role of emotion in experience design. Google has proven that strong colors, smooth transitions, immersive animations, and cohesive content aren’t just add-ons. They’re the elements that:
- Increase engagement
- Reduce time to goal (by up to 4x)
- Build lasting relationships with the brand
In a world where algorithms are getting smarter and users more indifferent, emotion becomes the most human and effective way to stand out.
Want to read more about standing out? Check out Justyna's article — our Art Director.
How does expressive design look in practice?
First and foremost — it’s not about being “colorful.” It’s about making sure that:
- UX/UI is consistent with the brand’s identity
- Design and communication are based on the emotions we want to evoke
- The overall experience is designed by thinking about the smallest details that support immersion and draw users into the brand's world
From UX to HX (Human Experience): How to build emotional experiences in practiced UX do HX (Human Experience)
To create a Human-First Experience, you need to answer three key questions:
- What emotions should accompany the user? Calm? Excitement? Closeness? Trust?
- How can I convey these emotions through: color, motion, language, interactions, content?
- Can my brand recognize the emotional moments in the customer journey? Because these moments are what determine whether someone will return.
„Don’t design the interface. Design the experience."
From conversion-driven to emotion-driven
Why do polish DTC brands still design for algorithms, not for people?
First and foremost, there’s still a lack of conversation around emotional approaches and Customer Experience as key competitive factors. Secondly, it’s easier to rely on frameworks, pre-made elements, and design like a puzzle, just making sure to include CTAs. But creating a truly exceptional shopping experience requires digging for key insights, getting to the heart of the matter, and doing highly individual work.
Ultimately, marketers still don’t fully realize the huge value that comes from this emotional, individualized approach. In Polish e-commerce, transactional thinking still dominates: discounts, CTAs, and leads. Meanwhile, the world is shifting towards designing experiences. Because loyalty is born from the emotions we create while fulfilling the promises we make to our audiences.
And if you’re only thinking about gaining single transactions without designing for loyalty, you’re already losing. Why? You’ll find the answer on our “Our Approach” page.
The future isn’t about “more and faster.” It’s about products and brands that feel, that are emotionally attuned to people — socially and culturally relevant. Not only converting. Building emotions and relationships.
What mistakes are DTC Brands making today and how to avoid them?
"Minimalism for the sake of minimalism"
"We want to be like Apple" — I can't even count how many times I’ve heard this. Trust me, you shouldn’t be, and you won’t be, the next Apple. Find your own character and show it.
"Optimization without emotion"
You test button sizes, colors, headlines — but you don’t test the emotions you’re expressing. Yet, those emotions are what really influence the choice.
"Speaking to an algorithm, not to a human"
Content created solely for SEO, without emotional context, sounds like a machine and is completely invisible to humans (ignored). But authentic, human experiences are incredibly valuable — especially in the age of AI.
You can read more in the article: Human as a Premium.
What instead?
- Tell Stories, Create Engaging Storytelling That Captivates.
- Design websites that are felt (not just “read”), ones that grab attention, evoke emotions, stop the user in their tracks, break the routine, and leave a lasting impression.
- Work with language that speaks to the imagination.
- Create comprehensive brand worlds (complete Customer Experience).
What can you do today? 5 concrete steps
- Define Your Brand’s Emotions — In one sentence: How do you want your customer to feel?
- Audit the Experience — Where are you losing user attention? Where could you evoke emotions?
- Shift Your Language — Move from transactional (“buy now”) to relational (“feel the difference”).
- Experiment with Design — Don’t think in pre-made blocks. Add movement/interaction, surprise your audience with visual solutions.
- Incorporate Emotions into Your Product Roadmap — Love metrics? Great, but don’t just focus on KPIs or CR; also consider EQI (Emotional Quality Index), EVI (Emotional Value Index), as well as NPS and LTV.
To sum up, marketing that doesn’t move people won’t survive
Expressive Design isn’t just a trend. It’s a response to a changing world: more complex, faster, and saturated. In such a world, only brands that can build emotional experiences stand a chance at creating something lasting.
And no — it’s not about “nicer banners.” It’s about courage: in vision, in language, in the way we speak to people, and in the ability to build comprehensive brand worlds. Because the future of marketing is better, deeper, and more heartfelt.
And if you’re a brand that wants to change the game — let’s talk.
