This work describes a single-session laboratory experiment devoted to teaching the principles of factorial experimental design. Students undertook the rational optimization of a luminol oxidation reaction, using a two-level experiment that aimed to create a long-lasting bright emission. During the session students used only simple glassware and registered the impact of the concentrations of a catalyst, a base, and an oxidant on chemiluminescence with their own eyes. The laboratory facilitated the development of hands-on experience with the statistical design of experiments, the foremost of which was the intuitive understanding of this industrially and scientifically relevant research technique.