When was the last time a brand experience left you in awe? That feeling of being completely captivated, when time seems to stand still, and you’re fully immersed in a moment of wonder, is rare—but unforgettable. For brands, creating awe is a powerful way to connect deeply with audiences, leaving a lasting impact that transcends traditional marketing.
"Awe is a feeling of reverential respect mixed with fear or wonder." Oxford Dictionary
Why Awe Matters
Awe isn’t just a feeling; it’s a psychological phenomenon that can change how we perceive the world. Research shows that experiencing awe shifts our sense of self and expands our perception of time. It makes us feel small in the best way possible, reminding us of the vastness and beauty of the world around us. When a brand can evoke this emotion, it goes beyond merely delivering a product or service—it creates a memorable and meaningful experience.
The Key Ingredients of Creating Awe in Brand Experiences
Creating awe isn’t about grand gestures alone; it’s about crafting moments that feel extraordinary yet authentic.
Here are the essential elements:
The Unexpected
Awe often begins with surprise. It’s about defying expectations and presenting something your audience hasn’t seen before. This doesn’t mean bigger is always better—sometimes, a simple, elegant twist on the familiar can evoke wonder.
Tip: Use a creative reveal or a shift in perspective to surprise and delight.
Immersive Environments
Immersive experiences are a gateway to awe. Consider how space, sound, and visuals come together to envelop your audience. The more sensory layers you add, the more likely you are to transport people to another world.
Example: Transform an ordinary event venue into a forest of lights, where each step triggers a new sound or glow, drawing guests deeper into the story.
Scale and Perspective
Playing with scale—whether by making things unusually large or incredibly small—can create a sense of wonder. Architectural installations, expansive views, or even intimate, micro-moments can have this effect.
Think about how immersive exhibitions use size to emphasize both grandeur and intricacy.
The Power of Storytelling
Awe is amplified when there’s a story behind it. Humans are natural storytellers, and when an experience has a meaningful narrative, it becomes more profound. Weaving a story into the fabric of the experience gives people something to hold onto and remember.
Tip: Layer your narrative in a way that unfolds over time, revealing itself through interactions.
Crafting Awe: Practical Applications
So, how do you create awe in your brand experiences? Here’s how to put theory into practice:
Harness the Power of Technology
Technology can elevate an experience to new heights. Think about how augmented reality (AR) can bring static content to life or how AI can create personalized interactions that feel like magic.
Example: A pop-up store where customers use AR to see a product’s journey from concept to creation, unfolding in real-time before their eyes.
Simplify to Amplify
In a world of endless content, sometimes less is more. Awe can come from something as simple as a moment of silence in an otherwise chaotic space or a minimalist installation that focuses attention on a single, stunning element.
Consider how art galleries use negative space to highlight a single masterpiece.
Collaborate with Artists and Creators
Artists have a unique ability to see the world differently and can be invaluable partners in creating awe-inspiring experiences. Collaborations can push boundaries and bring fresh, unexpected perspectives.
Case in point: A collaboration with a kinetic sculptor to design a moving, interactive display that evolves as people engage with it.
Measuring the Impact of Awe
Awe isn’t always easy to quantify, but its effects can be measured in the way people talk about your brand, the user-generated content that follows, and the long-term loyalty that awe-inspiring experiences can cultivate. Social sharing, engagement rates, and post-experience surveys are just a few ways to track how effectively you’ve captured that sense of wonder.
Final Thought
Creating awe is about more than just a momentary wow factor; it’s about designing experiences that shift perspectives and linger in the minds of your audience. It’s about tapping into the human desire for beauty, connection, and something greater than ourselves.
In the world of brand experience, awe has the power to transform the ordinary into the extraordinary—and isn’t that what all great brand experiences aspire to be?
What do you think? Have you ever been part of an awe-inspiring brand experience, or are you working on designing one? I’d love to hear your stories and thoughts in the comments!
Comments