SCN: Should form follow function or inspire delight?

With rising development costs, thoughtful design is often dismissed as non-essential and ‘decorative’. Focus is often placed on basic functionality but overlooks the commercial value of creating emotional connections that transform spaces into memorable experiences.

Architecture and design are often scrutinised for their efficiency, practicality and functionality. These factors are at the forefront of every project brief and often take precedence in decision-making when it comes to design. ‘Form follows function’ – a widely used term that symbolises the importance functionality plays on design. But is it that simple? Should it be?

Product design has followed principles of emotional response for decades. How a product makes you feel heavily influences your experience with it. In many ways, a retail space is very similar. Whether it’s a dining precinct, a parent’s room or even just a respite seating area, these spaces are all there for a reason. They form part of a positive experience for customers, which in turn increases dwell time and encourages repeat visits.

If we start to think of spaces as an experience we are selling – a product – we can begin to consider how we can use design to curate an emotional response and connection for the people using it.

Don Norman is an American Professor and author in the field of cognitive science. He has spent his career researching user experience (UX) and human centred design, and introduced several essential UX design principles. His philosophy is that it’s not enough to create a product that simply serves a purpose. It needs to appeal to a greater range of emotional responses for it to not only be usable but also delightful to use, which is what makes you want to use it over and over again. Based on this theory, he has developed three levels of emotional design.

Visceral

This is the subconscious reaction you have to an experience – the first impression. It’s where ‘love at first sight’ happens (or doesn’t). The instant wave of calm that floods your senses when you’re surrounded by planting, or the ‘wow, that’s cool!’ reaction when you see something bold and colourful – it’s the good vibe you feel when entering a space. When walking into a food court, without realising it you will assess whether it feels like a pleasant space to sit down and have lunch. Something innate in you tells you if you want to be there before you’ve determined if it has the food you want to eat, or space to sit down. You haven’t had a chance to consider the functionality of the space, yet you’ve already had a first impression.

Behavioural

Now that you’ve made this initial subconscious judgment, you can start to properly evaluate whether the space suits your needs. Does it have enough seating? Is that seating comfortable? Are there amenities nearby? This part of the experience is all about functionality, usability and overall purpose. Does it tick the boxes? Are you satisfied with your experience? Often a large part of a project brief focuses on the behavioural level of emotional design because it’s the most obvious to qualify. It’s a set of parameters that need to be met to ensure a space is designed to suit the users’ functional needs.

Reflective

Now that you’ve seen the space and used it, would you go back? Would you recommend it to someone else? In many ways, this part of the experience is all about judgment and ego. Instagrammable – we hear it everywhere. People flock to things they’ve heard about on social media. They want to see it, experience it, be part of the ‘in’ circle. It plays on our FOMO and channels the little ego monsters that live within us. If we want people to share their experience of a space, it’s not enough for it to simply be satisfactory. It may suit all their needs, but did it bring enough delight to make other people desire it?

When designing a space as an experience we need to ask ourselves: ‘Would you feel special saying you’ve been there or feel like you’re missing out if you haven’t? Would you go back? Would you tell your friends about it or post about it on social media?’

Sharing experiences is part of human nature, whether in conversation or through digital platforms. It creates trust and credibility and it’s an important part of curating an experience that’s not only delightful but also desirable and repeatable.

A successful design considers all three levels of emotional response, but the real art in creating an experiencelies in the harmony between branding and interior design – a collaboration our team implement on every project. If curated well, the character or identity of a space is what creates the instant connection with the people using it. Graphics, artwork and signage can create moments of delight and have the ability to spark joy and engagement with a space. Likewise, beautifully crafted furniture, textured materials and features such as lighting and planting can heavily influence how people feel in a space. Biophilic design is a great example of design responding to visceral emotions. It leverages our human connection to nature to enhance our experience of a space. It’s why planting has become so prevalent in interior spaces (although good biophilic design goes beyond just adding plants).

Disappointingly, these are often the first things to be cut out of a project. Value management is an important part of the design process – a project must be commercially viable to go ahead – but how can we balance cost with emotional benefit?

How do we ensure a design resonates with the people using it? The key is making the right decisions about what elements of the design are essential to the intended experience and what parts could be simplified if needed.

For example, if we’re trying to create a sensory interaction to appeal to a cultural connection, replacing a textured material with a flat paint finish could be detrimental to the entire design. Could we look to simplify something else beyond reach where texture can’t be perceived? Every project will have a different design objective so the approach will vary but it’s important to consider each element for its emotional impact before making a call to simplify, substitute or delete altogether.

Functionality is important but if we consider function above all else it can leave a space feeling soulless. It might tick the boxes for a single interaction but if we want to create a lasting experience, we need to curate an emotional connection. Only then can a design resonate with people enough to not only inspire delight but also leave them with memories they can share and invite others to enjoy.

The Economy of Play by Mags Uscinowicz National Interior Design Manager, Associate was published in vol 43, number 2, 2025 of Shopping Centre News magazine.