Product performance and aesthetics are often compared in many discussions about which product qualities are more important to the overall success of a brand. Some experts say that buyers appreciate functionality and meaning first and foremost. Others point out that form is a continuation and addition of functionality and meaning. Wu et al. (2017) note that “the design and aesthetics of products and services are often considered important predictors of marketing and sales success” (p. 651). This paper aims to discuss why product aesthetics are more critical to a brand’s success.
It’s hard to argue that many consumers are guided by common sense and choose a product because of its functionality and performance. However, this does not mean that products with the same performance but different aesthetic qualities will have the same success. The vision of product form as an annoying addition to its content has long been outdated. Today, the design reflects the content and helps the buyer to better understand the product and have more enjoyment in use (Montague, 2017). In other words, modern brands, especially manufacturers of technology and electronics, work hard to ensure that the functional characteristics of a product are inextricably linked to its design, as it facilitates ease of use and increases customer satisfaction and loyalty.
On the other hand, some scientists note that too aesthetic products of daily or one-time use can cause stress for consumers, associated with the destruction of the product’s beauty during its use (Wu et al., 2017). Therefore, manufacturers should consider these natural consumers’ emotions and develop designs that remain beautiful and smart without causing stress. Crolic et al. (2019) note that some designs can mislead buyers about the product’s quality, which is undesirable.
Thus, it was discussed why product aesthetics are more critical to a brand’s success. The aesthetics and high-quality design of the product help the consumer better understand the product and visually demonstrate its qualities and functions. Good design also allows consumers to enjoy the product more, which increases satisfaction and loyalty. As a result, high brand loyalty, which depends on user experience, can only be achieved with aesthetic and thoughtful design.
References
Crolic, C., Zheng, Y., Hoegg, J., & Alba, J. W. (2019). The influence of product aesthetics on consumer inference making. Journal of the Association for Consumer Research, 4(4), 398-408.
Wu, F., Samper, A., Morales, A. C., & Fitzsimons, G. J. (2017). It’s too pretty to use! When and how enhanced product aesthetics discourage usage and lower consumption enjoyment. Journal of Consumer Research, 44(3), 651-672.
Montague, M. (2017). The amazing role of aesthetics in product design. Web.