Introduction
The ‘Halo effect’ is a cognitive bias due to which one associates positive characteristics with a good-looking person vis-a-vis. However the halo effect is not just limited to good-looking people, it applies to aesthetically pleasing products, brands, locations, and almost anything we see or experience. It influences our decisions and choices daily, which is exactly why businesses cannot afford to ignore it.
Appreciation of beauty – an innate part of the human experience
“Never lose an opportunity to see anything that is beautiful; for beauty is God’s handwriting.”- Ralph Waldo Emerson.
On the internet one is exposed to all that is happening around the world, we read about wars, recessions, and inflations. Some of it might not affect us directly but a sense of helplessness and nihilism might set in due to the extreme negativity of affairs. In such moments, beautiful or aesthetically pleasing things give us a sense of comfort and identity.
Another point to note is that aesthetics are not limited to sight and visual perception, rather they refer to the overall sensory perception of things.
In terms of a business, the first impression of the product in the mind of the consumer will be based on not only the appeal of the product but also its presentation and general smoothness of use and procurement. An aesthetic design contributes to a sense of satisfaction which compels the consumer to associate the product or service with positive attributes.
Beauty and Business
Judging a book by its cover is human instinct after all, and style is a great way to show who you are without being explicit. The success of a restaurant does not solely depend on the food that is served, it also depends heavily on its location, furniture, the music that it plays, etc. Similarly, for any other business, aesthetics play a major role in bringing a look and feel to the brand.
Another point to note is that our attention spans have dropped from two-and-a-half minutes to 45 seconds, an aesthetically pleasing presentation prompts the consumer to spend more time looking into what is being offered.
It makes the business stand out
Building a unique aesthetic for a product or service adds to the brand value and makes it easier for customers to remember the product.
The letter M in yellow surrounded by red makes one instantly think of McDonald’s or the Nike ‘swoosh’ are just a few examples of intelligent logo designs.
This also comes in handy while representing the product on social media where the consumer is bombarded with hundreds of advertisements which results in a sensory overload, a simple and aesthetically soothing advertisement or site experience is like a breath of fresh air.
Good design implies good quality
The presentation of the product, the smoothness of operation, and the ease of navigation on-site, all contribute to the perceived quality of what is being offered.
An example of a company that has leveraged the power of aesthetics to build a strong brand is Apple Inc. The sleek design of their products and a smooth user interface become a testament to their perceived quality and have contributed heavily to gaining a loyal customer base.
Economic benefits of aesthetics
The economic impact of aesthetics can be seen in various industries. According to a study by the Design Management Institute, design-driven companies outperformed the S&P 500 index by 219% over ten years.
In the real estate sector, properties with well-designed interiors and exteriors command higher prices and attract more buyers. A study by the National Association of Realtors found that homes with high curb appeal sell for an average of 7% more than similar properties without aesthetic enhancements.
Conclusion
The correlation between a successful business and quality aesthetics is undeniable, as they bring in engagement, customer loyalty, trust, and a look of professionalism. Just as clothes don’t make a man but they might be the reason he does not get immediately turned down, the presentation of the products and aesthetics of the brand might just be what grabs the attention of the customers.
