The Psychology of Awe: What It Can Teach Us About Marketing and Innovation

What is it about certain moments and experiences that not only inspire us or bring peace, clarity, and happiness, but also subtly shape how we think and make decisions?

I’ve always been drawn to striking landscapes—majestic mountains, vast plains, and dramatic rock formations under expansive skies. These places evoke a profound mix of wonder, peace, and curiosity about what’s possible.

For years, I considered my pursuit of such experiences to be a personal endeavour—a way to break free from routine. However, a recent episode of The Mindset Economy featuring Dacher Keltner author of the book Awe: The New Science of Everyday Wonder and How It Can Transform Your Life shifted my perspective and inspired me to delve deeper into the topic. Keltner describes awe as the feeling we experience when confronted with something vast and profound, challenging our usual way of seeing the world. Far from being abstract, awe is rooted in human psychology and neuroscience, with measurable effects on stress, creativity, and our sense of connection to others.

Awe is not confined to the grandeur of nature. It can also emerge from innovative ideas, elegant design, moral beauty or experiences that defy expectations. For marketers and innovators, this raises a compelling question: how can we intentionally create such moments in our work—moments that go beyond solving problems to inspire and connect on a deeper level?

Awe is an emotional response to something perceived as vast, unexpected or beyond our usual frame of reference, prompting us to adjust how we understand what we are experiencing. In marketing and innovation, awe can be relevant because experiences that create wonder or surprise can encourage attention, curiosity, emotional connection and openness to new ideas.

The Psychology of Awe: What the Science Tells Us

Research shows that awe activates the brain’s default mode network, fostering interconnectedness while quieting the ego. Linked to the vagus nerve, it reduces stress and enhances emotional resilience. Awe also makes us more open to new ideas, generous, and socially attuned—a powerful antidote to the relentless noise of modern life.

Beauty as a Gateway

Interestingly, awe is often triggered by beauty, which itself has a measurable impact on the brain. Neuroaesthetics, an emerging field, explores how we process beauty and its effects on our cognitive and emotional states. Beautiful things—whether in nature, art, or design— activate reward centres, releasing dopamine and sparking satisfaction. Simplicity and symmetry, in particular, enhance cognitive fluency, making complex information easier to process and leaving us with a sense of clarity and engagement. This explains why well-designed objects or harmonious landscapes feel intuitive and deeply satisfying: they resonate both visually and neurologically.

Awe in Marketing and Innovation

Awe and beauty, far from being luxuries, are tools with practical applications in marketing and innovation.

1. Simplifying Complexity Through Beauty and Design: Clear, intuitive design—whether in a product, interface, or narrative—can make complex ideas feel effortless. Simplicity fosters trust and inspires confidence.

2. Creating Awe in Business: Technology offers unique opportunities to evoke awe. Examples include:

   
   

   • AR/VR: Transporting users into bold new visions. 

   • AI: Solving challenges in ways that feel almost magical. 

   • Robotics: Performing intricate, human-like tasks with precision. 

   • Design thinking: Translating complexity into clarity and elegance.

   
   

   These moments may not rival the grandeur of a sunset, but they can spark curiosity and excitement—reminding us of innovation’s potential.

   
   

3. Awe as a Catalyst for Innovation: Just as innovation creates awe, awe inspires innovation. Albert Einstein, for instance, attributed much of his thinking to moments of profound wonder. Such experiences challenge our frameworks, driving us to see the world—and its potential—differently.

4. Building Emotional Connection: Even in the most data-driven environments, decisions are made by people. Awe fosters emotional engagement, creating resonance that lasts. Whether through storytelling or thoughtful design, awe inspires trust and makes solutions feel personal and human.

Practical Applications

For those seeking to incorporate awe and beauty into their work, here are some practical tips:

• Design for Simplicity: When possible use harmonious, user-friendly designs that make complexity manageable.

• Frame the Vision: Show clients the bigger picture to evoke a sense of purpose and scale.

• Surprise and Delight: Pair familiar elements with unexpected twists to excite curiosity.

• Highlight Purpose: Connect your work to broader human or environmental goals, inspiring awe through impact.

Why it matters

Awe and beauty may not be magic solutions, but they are valuable addition to the professional toolbox. They help us think differently, foster creativity, and builds emotional connections. Whether through marketing, innovation, or leadership, designing for awe creates experiences that go beyond functionality to inspire and endure.

And beyond the workplace? Engaging with beauty and awe in our daily lives—through nature, art, or music—offers a refreshing reset, grounding us while igniting a sense of possibility.

This is not intended to be an exhaustive study but rather an invitation to reflect and a potential starting point for exploring the topic further. How might awe fit into your work and life? The possibilities are vast, reminding us that behind every innovation or connection, there is always a human being