Understanding the Past to Design the Future
Do You Recognize These Figures?
These figures offer a fascinating way to understand emotional brand design and how humans connect with meaning and form.
They are the “Paleolithic Venuses.” Although they may appear larger in photographs, these figurines usually measure between 5 and 25 cm and artisans carved them from bone, ivory, stone, or clay.
These ancient representations offer a perfect starting point to reflect on emotional brand design, as they show how we connect with shapes, symbols, and meaning.
According to some theories, their meaning relates to features that emphasize fertility, such as the belly and rounded hips. When I first heard about them, this was the explanation I was given.
However, there is another theory. Another way to understand them.
Emotional Brand Design and Self-Representation
Sometimes, to understand, we need to see.
So, I’d like you to stand up and look down. Not at the floor or the table; instead, bring your chin to your chest and observe your body. It’s a curious view, isn’t it?
Now look back at the Venus.
And suddenly, everything makes sense.
Emotional Brand Design: What We Can Learn from the Past
The history of art and design helps us understand how past societies lived: what they valued, what they felt, and what challenges they faced.
At the same time, it also helps us imagine where we are heading. Over time, the same need for connection evolved into postcards, phones, the internet, and video calls.
The urge to think about the future often appears in moments of crisis—moments of change, decision, or transformation. This is especially relevant when you are building your own business.
So you might wonder:
“What does a Paleolithic Venus have to do with creating a logo or a website?”
The answer is simple. We need to act in a similar way.
When people created these figurines, they clearly understood who they were for and how to connect with their emotions.
Today, we know that between 70% and 95% of purchasing decisions are emotional, while only a small percentage are purely rational.
Therefore, your brand must communicate what truly matters.
If Paleolithic Venuses were 20 meters tall, they would not convey the same message. And of course, “form follows function.” At that scale… no one could carry them.
So, you need to be clear about what you offer and how it solves a problem or fulfills a desire.
Finally, there isn’t just one Venus. Each one is different because each person shaped it in their own way.
And that is exactly where your value lies: what makes you different from others.
From Venus to Emotional Branding
The history of art and design gives us insight into how past societies worked: what they valued, what they thought, what they felt, and the challenges they faced. And, surprisingly, it can also guide us in understanding the direction the future might take.
With the feeling of distance came postcards, the internet, phones, and video calls.
The impulse to think about the future often appears in moments of crisis—understood as moments of change, decision, or transformation. This is especially relevant when you are building your own business.
You might be wondering:
“But Iris, what does a Paleolithic Venus have to do with creating a beautiful logo or a website to sell online?”
We need to act in a similar way. When these figurines were created, their makers had a clear understanding of who they were for and how to connect with their emotions.
Today, it’s estimated that 70–95% of purchasing decisions are emotional, while only 5–30% are purely rational.
Your brand needs to communicate what truly matters. If Paleolithic Venuses were 20 meters tall, they probably wouldn’t convey the same message. And of course, “form follows function.” At 20 meters… who would carry them?
You need to be clear about what you offer and how it helps solve a problem or fulfill a desire.
And finally, but just as important: there isn’t just one Venus. Each one was carved differently, shaped by the person who made it. They were all unique.
This is where your value lies: what makes you different from your competitors?
Carving Your Own Venus
In many ways, building a business means carving your own Venus.
Every decision, every attempt, and every mistake shapes something that only you can create.
Understanding Paleolithic Venuses and emotional brand design reminds us that the power of a brand comes from human connection.
Even when the path feels uncertain, you are still creating something with your hands, your mind, and your story.
So let your brand, like those ancient figures, reflect who you are.
