Away is a direct-to-consumer luggage brand, famous for their simple carry-ons that come in a variety of colors. Their marketing focuses on inspiring a sense of wanderlust in customers, depicting well-dressed people and their Away suitcases in the airport, boarding planes, and exploring the world. Don Norman’s reflective principle captures why so many people are willing to shell out hundreds of dollars for luggage: beyond the handful of unique features that the brand touts, owning Away’s products is a signal to both the outside world and to the individual that they’re cultured, well-traveled, and well-off.