Design Entrepreneur Dario Antonioni | Founder + CCO
In today’s global marketplace, consumers are faced with an endless stream of choices. And while we’re all for options, we have noticed a kind of inertia setting in. Concerned about making the wrong choice in a cluttered marketplace, consumers will opt to choose nothing at all. And the last thing a brand needs is a paralyzed consumer. It’s what brands fight against, every minute of every day.

We believe the key to breaking through that state of inertia is emotive design, the most powerful differentiator brand managers have at their disposal. Where does design get all that power? From the emotions it elicits. Products and environments are more than merely objects and spaces. Products and environments are the filters through which consumers experience emotions.

When you touch an object, you have a sensory experience that leads, in turn, to an emotion. When you enter a room, its light, shapes and shadows variously elevate your mood or soothe your nerves. An environment can set off a cascade of emotional associations to the past, the present or the future. That’s what interests us about design—that capacity to affect the emotions of those who experience it.

These emotions are the most important touch-point a brand can leverage. When consumers interact with the emotional value of a product or a brand, they either connect to it, or not. At Orange22 Design Lab we strive to make sure those consumer connections are positive, powerful and—just as important—memorable.
We understand what cognitive scientists have known all along: people forget facts—but they have a virtually limitless memory for stories, particularly those that touch them emotionally. Through twenty years of design and production experience, we’ve refined our narrative-driven design process, translating literary conventions—idioms, symbols, plots—into the language of design.

That’s our story. How about we help you tell yours?
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