Great design isn’t just about what people see — it’s about what they feel.
In a crowded digital space, emotional design has become one of the most powerful tools for connecting with an audience. And one of the subtlest, yet most effective, ways to do that is through symbolism.
Design That Resonates
Symbolism isn’t a trend — it’s ancient. Humans have always assigned meaning to shapes, colors, materials, and objects.
Modern design simply repurposes that language in a new context.
Think of the color blue in financial services (trust), or green in sustainability (growth, nature).
But it goes deeper than color psychology — today’s lifestyle brands often lean into natural symbols to create emotional resonance.
Crystals, Colors, and Brand Identity
The wellness space offers a perfect example of how design and meaning intersect.
Crystals, for instance, have seen a quiet revival in digital branding — not just as products, but as mood, message, and metaphor.
Each type carries its own symbolism.
One standout example is amethyst, long associated with calm, intuition, and clarity.
Brands that use it — even subtly in color palettes or naming — tap into a deeper emotional tone.
A great breakdown of amethyst and its symbolic properties can be found in this guide from Layo, which explores both aesthetic and traditional associations.
Whether or not your audience believes in the literal power of stones, the emotional language still works — because it’s rooted in universal associations.
Story Before Strategy
Symbolism works best when it supports a broader narrative.
No one connects with a logo just because it’s beautiful. They connect because it reflects something internal — a value, an aspiration, a feeling.
Design isn’t decoration. It’s storytelling.
And sometimes, the most powerful stories are the ones we don’t tell directly — we simply feel them.
The Takeaway
As brands continue to compete in emotionally saturated markets, design rooted in meaning will always rise above the noise.
Whether through color, symbol, or subtle references like crystals, it’s not just about standing out. It’s about standing for something.