Do you know how you design makes people feel?

Brands want to say (and for us to FEEL) they are many things. They may want to feel wise and funny, or adored and amazing. Brands communicate these feelings through their 'look and feel' – their visual langauge. When brands align what they say with how their design makes people feel, something magical happens, they make their communication effective.

With our unique database of over 3000 brands we train you and your teams to recognise 60 primary triggers used in every brand’s design language.

Once learnt these embodied emotions, represent a shared language that forges a common understanding between client and agency, between strategy and design. Facilitating not only creative exploration but also a profound comprehension of how design can be used to shape our choices, attitudes and behaviours. Helping communicate complex ideas that meet the diverse needs of people in ways that builds a deeper bond between brands and consumers.

5 minute intro video

RADNB is a competitive map, showing the battlefield on which brands compete for people's feelings and needs.

Brands that move us are those that meet a blend of different and sometimes opposing emotional needs. RADNB has mapped thousands of brands to help identify 60 archetypal emotional drivers and position them within a framework of primary human needs.

Just as a sommelier tunes into the elements within a glass of wine, so RADNB helps you tune into the elements – complex emotional drivers and feelings – that lie at the heart of each brand’s story.

RADNB is a heat map of primary human emotional needs which brands evoke at different stages of the UX to help bring their story to life.


What we’ve learnt through our research is that strong brands don’t use just one of these 60 archetypal tones. They blend multiple combinations at different stages of the customer experience. To build tension, complexity and deeper emotional connection into their personality and stories.

RADNB helps you tune into and become an expert in these primary, often subtle emotions and the multiple combinations brands use to influence behaviour. So you can find the right combination to bring your brand alive through its narrative, tone of voice and design.

RADNB provides insights at every step of a brand's development:

The role of an archetype

Archetypes, in the words of Carl Jung, are "both images and emotions". Brands use both these aspects to influence our behaviour, trigger our emotions and provide us with meaning. As Carl Jung said, "When you experience an emotion, it is the emotion of an archetype."

What motivates all our behaviours and decisions is not a single emotion, but a blend of emotional drivers. Brands use multiple combinations of these archetypal emotional triggers in their communication to make them feel more distinctive, engaging or believable. But most of all, to influence what we buy.

"Those who do not realize the special feeling tone of the archetype end with nothing more than a jumble of mythological concepts, which can be strung together to show that everything means anything – or nothing at all."

"They are, at the same time, both images and emotions. One can speak of an archetype only when these two aspects are simultaneous. When there is merely the image, then there is simply a word-picture of little consequence. But by being charged with emotion, the image gains luminosity (or psychic energy); it becomes dynamic, and consequences of some kind must flow from it."

Carl Jung

How to access RADNB