The Role of Aesthetics in Business Growth


“Human beings have an attractiveness bias; we perceive beautiful things as being better, regardless of whether they are better. All else being equal, we prefer beautiful things, and we believe beautiful things function better. As in nature, the function can follow form.” – Steven Bradley

I wish I could say looks didn’t matter, but here are the facts:

Adobe State of Create report found that “59% of respondents would choose a product or service over their competitors based on good design, and even 45% of them paid more for a better-looking product or service.”

Clearly design does matter to your bottom line, and if you want to grow a strong successful business this is something to keep in mind.

Visual Impact: The Importance of Aesthetics in Business

“90% percent of information processed by the human brain is visual.”(source: MedTechIntelligence)

A strong, consistent, recognizable brand design will allow your business to develop strong brand roots. These lay the foundation of your business and clearly communicates the purpose, mission, and value of what you do and how you help people. Allowing you to connect with your clients. It brings out emotions and makes them feel like they are a part of something that is bigger than them.

This doesn’t just happen, it is the visual storytelling you are purposefully designing with the aesthetic elements you are choosing in your business. Everything from your colors to your fonts and of course your photo display a personality and a feeling.

Color psychology is a deeply considered aspect when developing a color palette for any brand. Certain colors display trust, integrity, growth, others represent passion, enthusiasm, even excitement. Fonts can represent tradition, playfulness, boldness and so much more.

Each of these element chosen with intention allow the roots of your brand to grow strong and stable for your business to grow and flourish on.

The visual impact your business makes can be the difference in someone choosing you over your competitor. It can be the difference in capturing their attention, making a connection, and ultimately making more sales.

Bridging the Gap Between Vision and Reality

Sometimes the visual elements of business can be the most daunting aspect for some business owners, or maybe you love it, but you just can’t seem to actually get what you have in your head to translate into the design you want. Or you want the quality of your service and your mission to translate in your design but you are having trouble integrating everything together. Luckily, this is what we are experts at and what we love to do. In our design VIP days we develop your brand aesthetics in just one day, so you leave with the vision of your brand you have always desired. Check out more details about the brand VIP days here.

Designing for Emotional Connection

95% of sales are emotionally driven (source), your aesthetic design can be the key to generating these emotions from your dream clients and turn them into paying clients. With your design you can truly craft a story that resonates on a personal level with your potential clients. By integrating the psychology of colors, shapes, and imagery, your business can tap into the emotional psyche of their clients. You have the power to create a brand experience that feels tailor-made for them.

Consistent Visual Identity:

  • Use a cohesive color palette, typography, and imagery that align with your brand’s personality and evoke the desired emotions.

Emotion-Evoking Imagery:

  • Select images and graphics that resonate with your audience’s aspirations and experiences, creating a sense of relatability and inspiration.

Elegant and Thoughtful Design:

  • Implement a clean, sophisticated design that reflects an affordable luxury feel, making your audience feel valued and understood.

Personalized Visual Elements:

  • Incorporate custom illustrations, icons, and design elements that add a unique and personal touch to your brand, enhancing emotional engagement.

Consistent Brand Experience:

  • Ensure that all brand touchpoints, from your website to social media and packaging, maintain a unified aesthetic, reinforcing your brand’s emotional connection.

The Power of Consistency in Aesthetic Branding

Consistency not only allows them to easily and quickly recognize your business, but it also shows them that you are consistent. It is the visual representation that tells them you stay consistent, you will do what you say you are going to do, and the quality of your brand is going to translate into the quality of the service you provide.

  • Building Trust: Consistent aesthetics create familiarity and reliability.
  • Fortified Recognition: Repeated visuals strengthen brand image.
  • Professionalism and Detail: Showcasing attention to detail.
  • Unified Voice: Seamless journey from first encounter to lasting relationship.

Marketing Meets Aesthetics: A Synergistic Approach

In the dance of driving business growth, the partnership between marketing and aesthetics is a crucial one. The aesthetics of your brand is what communicates with your potential clients visual and your marketing is strategically developed to amplify that voice and increase the visibility of your brand.

When you have a brand you are proud to show-off your customers can tell. They want to be a part of what you have created. On the flip-side, if the aesthetics aren’t matching the true vision of what you have for your business you can find yourself holding back from marketing, from shouting from the rooftops how amazing your services are, and putting yourself out there. It is critical to be able to put something out there that you are proud of.

How to Get Started

We always work backwards from the result we want to create. Let’s work backwards and break it down:

  1. Define the goal of your business (the problem you solve, the community you want to create, etc.)
  2. Think about it from your dream clients perspective (what would they be attracted to in a business, what types of businesses are they already attracted to)
  3. Establish what visual elements represent what you have laid out

If you need support on putting this all together, work with a skilled designer who can interpret your ideas into design. By taking these thoughtful steps, you set the stage for a brand that not only looks stunning but resonates deeply and creates that connection with your potential clients. This really creates the path for a business that can grow and thrive.


Why are aesthetics important in business? Aesthetics shape consumer perceptions and influence brand identity, creating a powerful impact that can drive business growth.

How can a brand create a consistent aesthetic? By maintaining uniform visual elements across all touchpoints, from websites to marketing materials, ensuring a cohesive and recognizable brand image while building trust and credibility.

What role do emotions play in aesthetic design? Emotional connections are forged through visual storytelling, evoking feelings that create memorable and impactful brand experiences.

How can businesses integrate aesthetics with marketing? By aligning visual appeal with marketing strategies, businesses can enhance engagement and reinforce their brand’s message and values.

What are the key elements of an effective aesthetic strategy? Understanding your brand’s identity, consistent application of visual elements, and creating emotional connections through design.

How do aesthetics contribute to brand differentiation? Unique and authentic aesthetics help brands stand out from competitors, attracting and retaining loyal customers.

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The Role of Aesthetics in Business Growth

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