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How aesthetic design can put you ahead of your competitors

  • July 31, 2020
  • boss

When designing a product, it of course needs to function well and provide benefit to consumers, and so the focus on products is frequently on the functionality.

However, the style and the aesthetics of a product can make all the difference when it comes to actually selling a product, and so there is a case for ensuring that a good looking design is part of a product design brief.

Why aesthetic design is important

In its most simple form, aesthetic design encourages a more positive emotional response from a consumer which means they are more likely to purchase a product if they feel attracted to it visually.

So from that view, an obvious benefit of aesthetic design is the improved marketability that comes with it. Humans are naturally drawn to products that we like to look at and so products that are more eye-catching are likely to perform better than their competitors.

Another concept to consider in product design is what’s called the ‘halo effect’. This is a psychological concept which states that the when a product looks good, people will assume it has more value and better qualities than other products which are similar. Even if this is not the case.

Whilst this should not be the case, unfortunately humans are often shallow and its hard to ignore the fact that we like to purchase things that appear more valuable or more pretty than other products that our friends, families and colleagues may purchase.

From a longevity perspective, an aesthetic design and the perceived value of a product can also encourage users to take more care of their products. This can be an aide to consumers believing a product is trustworthy and good-quality, as they are looking after it and keeping it in a nicer condition which reduces the chance of something going wrong or breaking.


So, there are plenty of reasons why you should look to create products that fulfil their functions but also look appealing to potential customers. If you are designing brilliant products, but they fall flat aesthetically then you could be setting yourself up for failure without even realising it.