Design for desirability

In a world where consumers face endless choices, desirability remains the ultimate goal for brands. But what exactly creates that magnetic pull toward certain products while others fade into the background?

Desirability exists at the intersection of business strategy and design alchemy – a delicate balance of emotional connection, functional value and cultural relevance.

This exploration unpacks the evolving nature of desirability and reveals how forward-thinking brands capture hearts and minds in the age of abundance…

Emotional connection often begins before we understand it. A favourite object, held close and worn soft with time, becomes a source of comfort and stability. Psychoanalysts call these transitional objects, and they become a measure of what matters – evolving into reflections of who we are and what we value.

Don Norman’s ‘Emotional Design’ outlines three levels of connection: visceral, behavioural and reflective.  Some things simply look and feel right; others fit seamlessly into our routines. And then there’s the reflective: the part that connects with memory, meaning, and identity. The best designs speak to all three at once – they spark something instinctive, earn their keep through function, and grow more meaningful over time.

Social context adds another layer. Objects and brands become ways to signal belonging, alignment and aspiration. Some will pay more, wait longer or collect rare editions not only for the product, but for the statement it makes. In other words, what we choose tells people who we are – or perhaps, who we’d like to be.

And beyond signalling, there’s the quiet satisfaction of value itself. Whether it’s aesthetic elegance, functional brilliance or craftsmanship you can feel,  some products simply earn their place through enduring worth.

The concept of aspirational living has evolved dramatically. Gone is the singular vision of luxury – the open-plan minimalism of glass, steel and leather. Today’s consumers follow multiple paths to the aspirational life. This creates new opportunities for brands to connect.

Some seek sophistication through discretion. Scandinavian design shows how minimalism can create presence through restraint, with soft-touch interfaces that respond only when needed and modular materials built to last. Bang & Olufsen’s Beosound speaker carries this spirit, blending quietly into the home until its power is revealed through immersive sound.

Others want impact over invisibility. The centrepiece strategy focuses on one bold, high-impact item, like Tom Dixon’s sculptural lighting and objects. Such pieces act as anchors within a space, turning attention into attachment. They command presence and create emotional gravity.

Refined essentialism shifts focus from abundance to precision, placing value on owning fewer, better things. Australian brand Aesop illustrates this with high-end botanical skincare that elevates daily routines into ritual through texture, scent and thoughtful simplicity. In consumer tech, Leica crafts cameras with pared-back precision, offering a digital-analogue rangefinder experience that favours focus over excess features.

Desirable products create resonance by elevating experience. From a richer pour-over to audio that transforms the living room into a concert hall, certain products shape experience in ways that linger. They go beyond function, offering encounters that feel elevated, memorable, and personal.

Some tap into emotion and memory. Knoll‘s Perron Pillo sofa, for instance, brings modular softness into the home, inviting comfort, play and a sense of adaptability. Others, like Rivian, embrace a spirit of adventure, blending form and capability to encourage spontaneous exploration.

Virtual, augmented and ambient technologies open up new realms altogether. When crafted with purpose, they enrich, offering new kinds of interaction that bring imagination into the everyday.

Sometimes, desirability begins in the smallest gestures – the turn of a dial, the press of a button, the feel of a material that matures with use.  Anglepoise captures this perfectly. A true design classic, it is engineered with balance and unmistakable form, and has remained relevant for nearly a century. 

From Roald Dahl’s desk to Pixar’s screen, it endures through considered simplicity and quiet precision. Every movement feels right. Every element earns its place. It speaks across all three of Don Norman’s levels: visual charm, intuitive function, and lasting character.

Hasselblad’s cameras offer a different expression of intent. Here, precision sits at the fingertips, the result of decades of refinement and technical evolution. Every detail is refined, every interaction deliberate. The tools fall away, allowing focus to shift fully to the moment.

Desire and rarity have always walked together: think limited editions, made-to-order pieces and small-batch production. These things carry weight not just because they’re scarce, but because they’re intentional, creating a sense of possession that feels meaningful.

Yet today, alignment with values has become just as important. Brands like Son of a Tailor designs clothing that supports heritage and longevity, while Bang & Olufsen’s Beoplay H100 headphones unite repairability with beauty through replaceable parts, refined materials and three considered colourways.

Consumers find connection in their principles as much as their aesthetics. Hermès’ Petit h studio flips the traditional luxury model by using offcuts, surplus and forgotten stock to craft one-of-a-kind objects. Each piece becomes a celebration of reinvention.

There may be no universal blueprint for desirability, but certain ideas endure: emotional connection, simplicity, cultural fluency and design that invites interaction.

The most compelling products create resonance across many touchpoints. They feel personal, they feel considered. They feel right.

Want to design products that people instinctively reach for – and hold onto?