Moving Beyond Aesthetics to Craft Spaces Clients Feel—And Value More

In the world of interior design, focusing purely on aesthetics has become the default. Beautiful rooms are everywhere—plastered across Instagram feeds, Pinterest boards, and glossy magazines. But here’s the game-changer: clients invest more deeply in spaces they connect with emotionally, not merely the ones that look good.

Experience-centered design taps into this principle, creating spaces that people don’t just see but feel. And when clients feel emotionally connected to a space, they value it more—and they’re willing to pay for that deeper connection.

If you’re an interior designer ready to elevate your business and stand out in a crowded market, this is where the real transformation begins.

Why Designing for Experience Increases Value

It’s simple: people remember how spaces make them feel.

Think about it—your favorite café, that boutique hotel you still talk about, or even your go-to coworking spot. They’ve left an imprint on you not because of the exact shade of the walls or the brand of the light fixtures, but because they offered an experience—an atmosphere that felt right.

This is more than intuition. Studies in environmental psychology reveal that our environments deeply impact our emotions, behavior, and even cognitive performance. Spaces that trigger positive emotional responses can enhance mood, encourage social interaction, and even improve memory retention.

When your clients walk into a space and feel that emotional connection, they value it more—and by extension, they value you as the designer. That’s where premium pricing lives.

And this is why we should start shifting from “How It LOOKS” to “How It FEELS”

To shift from aesthetic-driven design to experience-centered design, you first need to shift your focus to go beyond visual appeal. We need to start designing spaces that tell a story, invite interaction, and trigger emotional responses.

Let’s dive into how to make that happen... shall we?

1. Start with Emotion, Then Layer Aesthetics

Every successful design starts with a clear emotional intention. Before pulling out paint swatches or furniture catalogs, define the emotional anchor of the space.

Ask yourself:

• What do I want someone to feel the moment they step inside?
• What kind of energy should this space hold—calm, vibrant, grounded, inspiring?

When you design with emotion in mind, every aesthetic decision has a purpose. Colors, materials, and layouts become tools to elicit specific feelings.

How to Apply It:

• Use Color Psychology (take the affective memories into account): Soft blues and greens usually encourage calm; warm yellows tent do promote optimism; and earthy tones ground the space.
• Consider Energy Flow: A cramped layout can create anxiety, while an open, well-zoned space promotes relaxation and focus.
• Design for the Client’s Emotional Needs: Are they looking for a sanctuary? A place to entertain? A space to focus? Align your design choices with their emotional goals.

Example:
In a recent project, I worked with a designer who was struggling to make a client’s living room feel “inviting.” After shifting focus to the emotional anchor—creating warmth and community—we reoriented the seating to encourage conversation, proxemics... layered in cozy textures like soft throws and plush rugs, and used ambient lighting strategically to create a gentle glow.

2. Engage All the Senses

I've noticed among my mentees that before joining the program, they often used to get stuck thinking only in visuals—color palettes, furniture shapes, lighting fixtures— until they understood that the most impactful spaces engage all the senses.

The brain processes environments holistically. When multiple senses are activated, it deepens emotional engagement, makes spaces more memorable, and enhances overall comfort​f.

How to Apply It:

• Texture: Mix smooth and rough surfaces—think velvet cushions against raw wood or soft linens paired with brushed metal. Tactile variety invites touch and creates depth.
• Sound: Consider the acoustics. Add soft textiles to absorb harsh noise in open spaces, or include a subtle soundscape—like a water feature or ambient music—for a calming effect.
• Scent: Scent is directly tied to memory. Use subtle aromas—lavender for relaxation, citrus for energy, cedarwood for grounding—to reinforce the room’s purpose.
• Temperature & Airflow: Design how a space feels physically. Natural ventilation, layered window treatments for controlling light, and even radiant flooring can contribute to a more comfortable experience.

Example:
In boutique hotels, multisensory design is everywhere—diffused scents in the lobby, cozy textures in rooms, soft jazz in the background—all designed to create an experience that guests remember.

3. Tell a Story with the Space

The most memorable spaces tell stories—about the people who inhabit them, the history of the building, or the designer’s own creative vision... why not? Storytelling in design is more than creating a theme; it’s layering meaning and intention into every element.

Humans are natural storytellers. We process information and form emotional connections through narrative. Spaces that communicate a clear story—through materials, colors, layout, and even lighting—become more impactful and memorable.

How to Apply It:

• Identify the Core Narrative: Is this space about relaxation, empowerment, adventure, or connection? Define it and let it guide your decisions.
• Use Materials with Meaning: Reclaimed wood, local stone, vintage textiles—materials with a backstory add depth.
• Create Focal Points: Every room needs an anchor. It could be a statement piece, an art installation, or an architectural feature that pulls people into the story.
• Design with Movement in Mind: Consider how people will move through the space. Each “zone” should reveal a new chapter in the story.

Now... that being said, let's understand why experience-focused design attracts higher-value clients

This is where everything gets translated to our business.

When clients feel emotionally connected to a space, they’re more willing to invest in it—and in you. They stop seeing you as someone who simply makes things look nice and start viewing you as a creator of experiences. That’s a game-changer for your business.

Experience-focused design attracts clients who: ✅ Value quality over cost
✅ Are more likely to refer friends and family
✅ Trust your process and expertise
✅ Are open to higher budgets because they understand the value of your work

And most importantly? These clients are easier to work with. They trust your vision because they’re emotionally invested in the result.

The thing is that you go from being Just a Designer to being their Experience Creator, their lifestyle shaper.

Interior designers have more influence than they realize. You don’t just shape walls and select fabrics—you shape moments, memories, and emotions.

When you design for experience, you’re no longer competing in a market saturated with surface-level aesthetics. You’re in a league of your own—crafting spaces that people feel, remember, and value deeply.

This is how you attract premium clients.
This is how you scale your design business.
This is how you build a brand that lasts.

Ready to Elevate Your Design Process?

💬 Let’s talk! Book a free strategy session and let’s map out how to make your next project an emotional masterpiece (and attract higher-paying clients while you’re at it).