How can product aesthetics impact consumer decision making?

1 What are product aesthetics?

Product aesthetics are the aspects of a product that relate to its form, color, shape, texture, style, and overall appearance. Product aesthetics can convey information, emotions, values, and meanings to consumers, and can affect their attention, interest, preference, and satisfaction. Product aesthetics can also differentiate a product from its competitors, and create a distinctive brand identity and image.

2 How do product aesthetics affect consumer attention?

Consumer attention is the first step of the consumer decision making process, where consumers become aware of a product or a problem that needs to be solved. Product aesthetics can affect consumer attention by attracting or repelling consumers' visual attention, depending on their preferences, expectations, and goals. For example, a product with a bright color, a unique shape, or a novel style can stand out from the clutter and catch consumers' eyes, while a product with a dull color, a common shape, or a boring style can be ignored or overlooked.

3 How do product aesthetics affect consumer evaluation?

Consumer evaluation is the second step of the consumer decision making process, where consumers compare and contrast different products or alternatives based on their attributes, benefits, and costs. Product aesthetics can affect consumer evaluation by influencing their perceptions, attitudes, and beliefs about a product, and by triggering emotional responses, such as pleasure, excitement, or disgust. For example, a product with a harmonious, balanced, or symmetrical aesthetic can create a positive impression and a favorable attitude, while a product with a disharmonious, unbalanced, or asymmetrical aesthetic can create a negative impression and an unfavorable attitude.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?