THE RIGHT AESTHETICS ATTRACT DISCERNING CUSTOMERS TO YOUR BRAND

In the world of personal branding, aesthetics play a crucial role in capturing the attention of discerning customers. This blog explores why aesthetics matter and how they influence human psychology, offering practical ways to boost your brand's aesthetic appeal.

WHY AESTHETICS MATTER

Aesthetics have always been my compass, but understanding why has been a journey. For me, everything must look aesthetically pleasing – it's a necessity, not a luxury. This obsession guided my career path from graphic design to interior design, fashion design, and now branding. My eye couldn't rest until everything was in perfect harmony, echoing Diana Vreeland's sentiment: "The eye has to travel."

Yet, I struggled with my nature to love and impose my designer aesthetics on everything from my home to my clients, as it can come off as vanity. Then, I stumbled upon a quote from industrial designer Gustav Jensen: "Tools must first be useful, but if they are to please modern man, they must be beautiful." This deeply resonated with me, affirming my belief that aesthetics are not about vanity; they cater to our intrinsic human desire for beauty and order. I've cemented my ethos that aesthetics are essential for creating impactful and memorable experiences.

During my fashion career, I was keenly aware that aesthetics, from materials to presentation, made the difference between a handbag being purchased or not. This principle guides my branding work, especially online, where first impressions are everything. Your digital presence must be aesthetically pleasing to captivate your audience and convey professionalism and value.

TAKE NOTE: THE PSYCHOLOGY OF AESTHETICS

1. Attracting Attention: Visually appealing designs stand out and draw the eye, making people stop and take notice.

2. Evoking Emotions: Aesthetics can evoke positive emotions, creating a sense of connection and pleasure.

3. Building Trust: A well-designed brand appears more professional and credible, fostering trust among potential customers.

4. Enhancing Memory: Attractive visuals are more memorable, helping your brand stick in the minds of your audience.

5. Communicating Values: Your aesthetic choices reflect your brand's values and personality, attracting like-minded customers.

HOMEWORK: FIVE WAYS TO BOOST YOUR BRAND’S AESTHETICS

1. Consistent Visual Identity: Develop a cohesive visual identity, including your logo, color palette, typography, and imagery. Consistency in these elements helps create a strong, recognizable brand.

2. High-Quality Imagery: Use high-quality photos and graphics that reflect your brand's style and values. Avoid generic stock photos; invest in custom visuals that tell your brand's story.

3. Thoughtful Design Layout: Pay attention to layout and composition. A well-structured, clean design is easier to navigate and more visually appealing.

4. Attention to Detail: Small details matter. From the spacing between elements to the choice of icons, every detail contributes to the overall aesthetic.

5. User Experience (UX) Design: Ensure your website and digital platforms are user-friendly. A seamless, enjoyable user experience enhances the perception of your brand.

NOW DO YOU BELIEVE IN AESTHETIC INTELLIGENCE?

Aesthetics are not about vanity; they are a powerful tool in personal branding that can significantly impact your success. By understanding and leveraging the psychology of aesthetics, you can create a compelling, professional brand that stands out and resonates with your audience.

By recognizing the importance of aesthetics, you can position yourself as a premier brand ready to attract discerning customers who appreciate the value of beauty and design.