The concept of “aesthetics” is usually perceived as a visual identity of a certain thing. However for business it is much more than a logo or a product design. Business aesthetics is the pleasure people get from purchase and the way brands communicate with them through senses without words. Companies that understand this don’t just satisfy customers’ needs, they strive to deliver an unforgettable and enjoyable experience. And ,in its turn, fulfilled clients are willing to pay a premium - and not only because of the product’s uniqueness, but because of the pleasure and positive emotions they get.
Corporate aesthetics is really crucial today, as the market competition has driven quality so high and prices so low that style is often the only thing which can help companies to shine out. Bringing your own vision, standards, and personality into what you do will immediately differentiate your business. Remember, rivals can freely copy your products, services and concepts, but they will never be able to copy who you are.
Returning back to the visual part, proper aesthetics is the indicator of quality. If you’ve ever heard of “the halo effect” , you know that subconsciously we tend to believe that good-looking people are superior in other fields too and have numerous positive characteristics. Same thing for the products and services: visually pleasing design or presentation will be perceived as more valuable and having other desirable features. In addition, it will faster attract people and prove your professionalism.
And last but not least, is your brand colours, that have the direct influence on the service perception, such as red is excitement, strength and love, while green is associated with nature, health and freshness. So it’s highly important to know the psychology of colours and be wise choosing them, as it will define how consumers interpret your business.