The Psychology of Purchase: What Symbolism Teaches Us About Converting Customers

In today’s competitive ecommerce landscape, the brands that convert consistently aren’t just optimizing funnels—they’re tapping into human psychology. More specifically, they’re tapping into symbolism: the timeless language of emotion, meaning, and identity.

From the color of a logo to the shape of a pendant to the tone of a product description, symbols influence how we think, feel, and buy. In fact, many top-performing ecommerce brands use subconscious cues and archetypal imagery not as decoration—but as strategic conversion tools.

So what does psychology tell us about the role of symbolism in consumer behavior? And how can you use it to drive deeper trust, emotional resonance, and ultimately, more sales?

Let’s dive in.

🧠 The Psychology Behind Symbolic Buying

Symbolism works because it taps into deep-rooted mental shortcuts known as archetypes—universal symbols that evoke emotional responses across cultures and generations. These symbols bypass logic and speak directly to the limbic brain, the emotional center responsible for most buying decisions.

According to Harvard professor Gerald Zaltman, 95% of purchase decisions are made subconsciously—and symbolism is one of the most powerful tools for influencing that space.

🪶 Common Symbols That Influence Consumer Behavior

These symbols are not only aesthetic—they create instant, unspoken meaning that builds trust and connection.

📊 Symbolism & Conversion: The Numbers

• 60% of consumers say visual symbols help them “quickly understand what a brand stands for” (Adobe Creative Study, 2023)

• Products that include symbolic visuals in packaging see an average 15–30% higher perceived value (NeuroDesign Journal)

• Brands that align with emotional archetypes (e.g., "the healer", "the rebel") are twice as likely to command loyalty and charge premium pricing (Jungian Brand Survey, 2022)

In ecommerce, every product image, icon, and layout is a chance to trigger meaning. Smart brands use this to nudge buyers closer to a “yes.”

🔮 Case Studies: Symbolism in Conversion Strategy

1. Lush Cosmetics (Totem: Nature, Purity, Transparency)

Their entire aesthetic is built around natural symbolism—from hand-drawn illustrations of leaves and plants to unfiltered packaging and eco-core messaging. Even their store design and fonts feel organic.

Conversion result: Customers trust their ingredient transparency. Their website has a 3.4% conversion rate, higher than the beauty industry average (2.2%).

2. The Sill (Totem: Growth & Calm)

A plant delivery service that uses minimalist visuals, leaf symbols, and earthy colors to evoke care, patience, and inner peace.

Symbolic strategy: Their messaging aligns caring for plants with self-care.
Result: They’ve cultivated a devoted repeat-customer base, with email open rates above 35%—driven by emotional storytelling, not just sales.

3. Mejuri (Totem: Self-Worth & Ritual)

Jewelry isn’t sold as sparkle—it’s framed as a personal empowerment ritual. Their flipbook campaigns often show sacred shapes (eye motifs, moons, circles) and emotionally charged language ("wear your power").

Result: They dominate the self-gifting market, converting not just with product quality, but with identity alignment.

🛍️ How to Use Symbolism to Convert Customers

1. Identify Your Brand Totem or Archetype

What deeper emotion or transformation are you helping your customers achieve?

• The Nurturer: Wellness, natural goods, eco products

• The Warrior: Fitness, bold fashion, performance

• The Mystic: Spirituality, mindfulness, symbolic wearables

• The Creator: DIY, artistry, handmade culture

• The Sage: Books, knowledge, guidance, rituals

Use this archetype to guide your entire customer journey—from homepage design to packaging.

2. Infuse Symbolism into Visuals

Use icons, layouts, and imagery that reflect your symbolic promise:

• Circular “add to cart” buttons = safety and inclusion

• Triangle product grid = strength and ascension

• Moon-phase product slider = cycles and growth

• Tree or eye icons in sustainability sections = trust and awareness

3. Make Symbolism Emotional, Not Literal

It’s not just about using an image—it’s about how it makes people feel.

Instead of saying:
“Our necklace has a moon on it.”
Say:
“This moon-shaped pendant represents the phases of your power—waxing and evolving with every choice you make.”

4. Use Flipbooks or Motion to Animate Meaning

Flipbooks and short animations allow you to literally bring symbols to life:

• Show a tree growing as a product is revealed

• Flip from day to night to showcase a moon cycle capsule collection

• Transition a lotus from seed to bloom as part of a flip-through styling sequence

This visual storytelling reinforces symbolism in motion, creating emotional stickiness and higher retention.

🧭 Final Thought: Sell Meaning, Not Just Products

Conversion isn’t about pushing features—it’s about pulling hearts. And symbols are the bridge between your product and your customer’s inner world.

So the next time you're designing a homepage, writing a product description, or packaging a new collection, ask yourself:

What does this symbol mean? And what does it unlock in my customer?

Because the brands that convert are no longer the loudest—they’re the ones that resonate.