The Power of Beauty: Designing Experiences That Move People

"Beauty is one of the most important emotions in life; beauty can save the world, one person at a time." – Renzo Piano

When we think of beauty, our minds most likely wander to art, architecture, or nature. But beauty isn’t confined to galleries or landscapes. It’s in the experiences we create, the spaces we inhabit, and the connections we foster. Can a business be beautiful? And should it?

The answer is a resounding yes. True beauty isn't about superficial aesthetics; it's about creating emotional resonance - experiences that inspire, connect, and move people. As someone who has always been passionate about designing emotional experiences, I believe beauty has the power to transform not just our work but also the lives of those we touch.

What is Beauty, Really?

At its core, beauty is a universal language that transcends visual appeal. It’s what we feel when something touches our hearts, sparks our imagination, or inspires awe. Renzo Piano’s assertion that beauty can save the world resonates deeply because it reminds us that beauty has the power to elevate, connect, and heal. In business, beauty manifests in more ways than one – thoughtful design, meaningful interactions, and a sense of purpose. Beautiful businesses don’t just function; they thrive by creating emotional depth that builds loyalty, trust, and engagement.

Beauty creates emotional engagement. Research from the University of California shows that awe, one of the emotions most closely tied to beauty, enhances well-being, boosts creativity, and fosters collaboration. For businesses, this translates into better morale, stronger connections, and more innovative problem-solving.

A workplace that prioritizes beauty – through intentional design, authentic leadership, and meaningful culture – doesn’t just attract talent; it retains it. Studies show that employees who feel emotionally connected to their work are more engaged, productive, and likely to recommend their company to others.

How Can Leaders Create Beauty in Business?

To help leaders infuse beauty into their workplaces and experiences, I have created the BEAUTY framework - a guide to designing with emotion and intention.

B – Be Purposeful: Start with the “why.” Whether it’s a product launch, a meeting, or office design, align every choice with your purpose. For example, Patagonia's commitment to environmental responsibility imbues every aspect of its business with meaning.

E – Evoke Emotion: Ask, How do I want people to feel? Whether it’s joy, inspiration, or connection, design experiences that intentionally evoke those emotions. This could be as simple as thoughtful lighting in a workspace or the tone of a team gathering. Apple's minimalist store designs evoke clarity and inspiration, creating an emotional connection with customers.

A – Attune to Detail: Beauty often lies in the details. Pay attention to the small things - colors, textures, language, and moments. In the workplace, this might mean creating seamless workflows or ensuring employees feel appreciated through meaningful recognition.

U – Unify Experiences: True beauty is cohesive. Ensure that every aspect of your business - from branding to office design to customer interactions - feels unified and harmonious. This consistency builds trust and emotional resonance. Pixar not only tells stories on screen but also fosters creative synergy in its workplace, aligning its external and internal narratives.

T – Tell Stories: Stories breathe life into your work. Share your company’s journey, values, or the impact you’re making in the world. Stories build emotional bridges that facts alone cannot.

Y – Yield for Reflection: True beauty emerges through refinement. Regularly evaluate your efforts, listen to feedback, and adapt with intention. Growth isn’t possible without moments of pause and recalibration. The beauty you create evolves with intention rather than simply by chance.

Creating beauty in business is about more than aesthetics; it’s about emotional depth, connection, and intention. It’s about asking yourself: Am I designing experiences that move others? Am I creating spaces and systems where people feel seen, valued, and inspired? In a chaotic world, beauty is not a luxury; it’s a necessity. It reminds us of what’s possible and invites us to connect with something greater than ourselves. As Renzo Piano so beautifully said, beauty can save the world, one person at a time. Let’s start with the spaces, experiences, and connections we create today.