We’re no longer buying cars for their horsepower but for how they make us feel. Driven by Emotion explores how design shapes experiences in today’s Experience Economy; from the nostalgia of classic rides to the human-centered innovation of Rivian, where every detail transforms technology into empathy, meaning, and trust.
The Experience Economy: When Feeling Became Value
We’re living in what Pine and Gilmore (1998) call the Experience Economy, a time when people don’t just buy products; they buy the experiences those products create. Their model outlines four stages of value: commodities, products, services, and experiences. Commodities are natural resources. Products are manufactured goods. Services are personalized. But experiences? Those are memorable, emotional events built intentionally around the customer.
That shift changed everything. Value is no longer defined by physical ownership but by emotional connection. Was the buying process smooth or confusing? Did the brand make you feel understood? How does it feel to interact with it every day? These are the questions that shape modern loyalty.
Pine and Gilmore described it best: “An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage customers in a way that creates a memorable event.” What once felt transactional, ordering coffee, listening to music, or test-driving a car, has become something much more personal.
Rao (2024) expanded on this idea, arguing that businesses now win by creating emotional differentiation. Products can be copied. Prices can be matched. But emotion? That’s the one thing competitors can’t replicate.
That’s why, for designers, this shift really hit home because now it’s not just about solving problems, it’s about creating feelings people actually remember.
Design as Emotion: How Cars Became Personal
Cars were once built around mechanics and performance. But after World War II, something changed. Design became the language of optimism and individuality. The gleaming chrome of the 1950s wasn’t just decorative; it symbolized pride and progress. The pastel colors spoke to joy, hope, and possibility.
That transition, from utility to identity, is what Don Norman (2003) described as “visceral, behavioral, and reflective design.” The visceral appeals to instinct. The behavioral approach builds trust through usability. The reflective ties it all to meaning and memory. When these three align, products don’t just serve a function; they stir a feeling.
Ellen Lupton (2017) echoes this: “Materials, colors, shapes, and graphics engage the senses, influence our behavior, and tell stories about social identity.” Design is emotional storytelling disguised as form.
And when it’s done right, it connects deeply. Aarron Walter (2012) put it perfectly: “When we design for emotion, we humanize experiences and make users fall in love with products.”
So naturally, I thought about my Rivian journey, everything I’d felt about emotional design suddenly made perfect sense.
Seeing the Future Through Design
The first time I saw the Rivian R2, I wasn’t just looking at an electric SUV; I was seeing a reflection of my own values: sustainability, curiosity, and creativity. It didn’t scream innovation; it felt quietly confident.
The details tell the story. The white exterior looks clean and purposeful. Inside, the soft gray leather and warm yellow stitching feel balanced and human. Rivian’s earthy palette, greens, grays, and muted yellows, creates a calm harmony that feels natural. As Cugelman (2019) notes, green evokes renewal, while yellow inspires creativity and optimism.
Even the typography plays its part. Capriles and Muñoz (2025) found that modern sans-serif fonts express honesty and simplicity. Rivian’s wordmark feels open, strong, and human. More conversation than command.
And ultimately, that’s the real magic of emotional design because it lets us see a little bit of ourselves in the things we love most.
Anticipation: The Next Layer of Experience
In the Experience Economy, the product isn’t the end of the story; it’s the beginning. When I reserved my Rivian R2, the process was as thoughtfully designed as the vehicle itself. The interface was calm, the language conversational, and the visuals minimal. It didn’t feel like a transaction. It felt like an invitation.
That’s what Norman (2003) calls reflective design, the connection between emotion and identity. The act of reserving the car wasn’t about buying something new. It was about joining something meaningful: a movement toward sustainable innovation and human-centered design.
Even the waiting became part of the experience. Each update, teaser, and email rekindled excitement. “A well-designed experience tells a story users can follow and immerse themselves in, turning the interaction into a journey rather than a set of tasks” (Khare, 2023).
That’s why good design lingers. It builds anticipation, trust, and a sense of belonging long before the product even arrives.
Conclusion: Driven by Emotion
Design has always been about problem-solving, but now it’s also about feeling something along the way. From the first chrome bumpers to today’s electric vehicles, cars have evolved from machines to mirrors, reflecting who we are and how we move through the world thanks to design.
When I finally step into my Rivian R2, I won’t just be driving an electric SUV; I’ll be continuing a story that began long before the first drive, a story about how design turned technology into empathy and motion into meaning.
In the end, that’s what being driven by emotion is all about: design quietly shaping our moods, needs, and stories into something that feels deeply human.
References
Cugelman, B. (2019, April 20). Color psychology for UX, design and marketing published 20 April 2019. AlterSpark. https://www.behavioraldesign.academy/wp-content/uploads/color_psychology_book_alterspark_25_42347951.pdf
Khare, P. (2024, May 6). The experience economy in UX: Elevating interactions into memorable journeys. Medium. https://medium.com/@kharepriyanshi02/the-experience-economy-in-ux-elevating-interactions-into-memorable-journeys-8a6ab6602688
Lupton, E. (2017). Design is storytelling. Cooper Hewitt, Smithsonian Design Museum.
Munoz, J. C., & Capriles, C. (2025, January 11). How typography shapes brand perception: A comprehensive analysis. How Typography Shapes Brand Perception: A Comprehensive Analysis. https://www.cccreative.design/blogs/the-silent-impact-of-typography-on-brand-perception-an-in-depth-analysis
Norman, D. (2003, February). 3 ways good design makes you happy. TED. https://www.ted.com/talks/don_norman_3_ways_good_design_makes_you_happy?language=en
Pine, B. J., II, & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97+. https://link-gale-com.libraryproxy.quinnipiac.edu/apps/doc/A20916746/ITBC?u=a13qu&sid=ebsco&xid=d04cb91b
Rao, S. (2024, August 12). Winning in the experience economy. Forbes. https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2021/04/07/winning-in-the-experience-economy/
Walter, A. (2012, April 12). Designing for Emotion (Aarron Walter). YouTube. https://www.youtube.com/watch?v=ks91vBm3oT8