Within the past decade or so, society has shifted from purchasing materialistic items to purchasing experiences.  This has been a huge shift in the design aspect for the experience economy.  Rather than marketing for the latest and greatest products, instead there has been an influx of marketing and designing for capturing the emotions of people.

Disney is a prime example of this.  In the picture above, the family isn’t overly decked out in Disney gear and merch.  One is wearing ears, and they’re wearing a couple shirts, but it isn’t extremely obvious.  Instead, what this pulls attention to is the castle in the background and them walking side-by-side with Mickey and Minnie.  Here they aren’t advertising the new Disney sweatshirt or any other ridiculously expensive product.  They are advertising the insanely expensive experience of being able to walk hand-in-hand with the family at Disneyland.

The emotional aspect of this new design choice is two-fold.  First it attracts both adults and children.  Disneyland has always been geared towards children, but recently they have been realizing there is a big market in the adult customer base as well.  It also can capture adults’ attention in two ways.  Either through the nostalgia aspect, or the now-parent aspect, or even a combination of both.  Adults who remember going to Disney as a child, who now have their own money, are a big part of Disney’s current clientele.  Another part is those who now have their own children and want to watch them experience all the magic there is.

Nowadays, people are shifting towards the experience rather than the product, which means marketing also has to do that.  Sure, the product might be needed to have the experience.  Car commercials have also changed.  What is more convincing to see on a commercial?  A family enjoying a ride to a great hiking spot in their brand-new car or that brand-new car simply sitting in the parking lot of a dealership?

The emotions associated with these new marketing strategies have also shifted.  Instead of evoking instant and momentary happiness when something new is purchased, there are now more memories created from having experiences.  Family, friend, and even individual memories are being created that last much longer than a new pair of shoes.

When people feel seen or valued, there is an emotional reaction that subconsciously says, “This is a good feeling.”  By designing experiences in similar manners, people smiling, families, etc. this statement is being played over and over again in the consumer’s head.  That, in turn, convinces them that they need to have that same experience as the people in the picture so that they can feel that happy.

Some industries have begun to capture the experience of simply enjoying their product and how it can change a whole day.  Food and beverage companies have become the leaders in this.  You won’t start feeling better until you’ve had a Starbucks coffee.  Your day just wouldn’t be right without a hamburger.  Once they experience consuming that certain thing, their entire personality changes and now it’s the best day ever.  It’s no longer just the good coffee that Starbucks needs to sell.  Now it’s how can they market that buy drinking this new special drink, it’s going to be the best experience ever?

As physical objects become more and more obsolete, with everything moving to technology, it is important to remember feelings of using these things.  Kindle wants someone to buy their digital book instead of a physical one?  Make them feel better than they would by reading a hard copy.  It’s the experience that matters now, not just the product.