The Impact of Product Aesthetics On Buying Decisions
Imagine walking into a store and being irresistibly drawn to a product simply because of its design. In this insightful article, a Director and a President & Founder reveal how aesthetics influence purchase decisions and how packaging design sways buying behavior. With a total of four expert insights, the discussion kicks off with how aesthetics play a crucial role in purchase decisions and concludes with the role of smartwatch design in enhancing utility. Get ready to explore the powerful impact of design on consumer choices.
- Aesthetics Influence Purchase Decisions
- Packaging Design Influences Buying Decisions
- Design Elevates Product Quality
- Smartwatch Design Enhances Utility
Aesthetics Influence Purchase Decisions
The value of product aesthetics shouldn't be overlooked. Even for products that aren't consumer products or are considered purely functional, aesthetics can still have value.
First impressions can heavily influence consumer opinion, and generally, the first impression of a product comes from its aesthetics. Initial perceptions of quality and cost come from the first time people see a product. They then interact with the product, but only if their first opinion was positive. When confronted with a range of products, a consumer will normally look at the best-looking one first. Better aesthetics can also help justify a higher price compared to a competitor's product.
Another use of aesthetics is differentiating between lower and higher-end products from the same brand. The higher-end version will normally have additional details or visual elements suggesting increased value or function over the lower-end. The lower-end product may also have aesthetics chosen to make it look cheaper to cater to differing budgets.
Cars are an excellent example of this. A car is a functional product. However, aesthetics heavily influence purchase decisions. The aesthetic of the car also tells the consumer if it's a luxury or premium vehicle, if it's an off-road vehicle, or a sporty version. Cars perceived as premium command a higher price than budget ones. One of the main influencing factors driving this is aesthetics.
If you were given the option of two products that functioned the same and cost the same, almost everyone would choose the better-looking one. Aesthetics is all about perception; you want the consumer to perceive your product as the best option available.
Packaging Design Influences Buying Decisions
Product aesthetics are incredibly important when making a purchase-both for me personally and for most consumers. Studies consistently show that design plays a critical role in shaping buying decisions. According to a study by the Paper and Packaging Board, 72% of consumers say a product's packaging design influences their purchasing decision, and 63% have purchased a product again due to its packaging appearance. Packaging isn't just functional, it's a brand's first handshake with the customer.
For me, a standout example is a reusable water bottle I bought while visiting the Kennedy Space Center. I chose it for its functionality and because the minimal design aligned with my values and aesthetics and allowed me to keep it in my purse during our trip. That packaging drew me in and reinforced the brand's sustainability message, making me feel good about the purchase.
A product's design is often the silent salesperson, communicating quality, values, and trust. Whether it's a luxury item or an everyday purchase, packaging can create an emotional connection that tips the scales in its favor. That's why design is never just about looks-it's about influencing decisions at every customer journey stage.
source: https://www.globenewswire.com/news-release/2018/05/04/1496881/0/en/New-Survey-Unveils-7-in-10-Consumers-Agree-Packaging-Design-Can-Influence-Purchasing-Decisions.html
Design Elevates Product Quality
Product aesthetics play a huge role in my purchasing decisions, especially when the design communicates quality, innovation, or aligns with personal taste. One example that stands out is when I chose a pair of Bang & Olufsen headphones. While sound quality was my top priority, the sleek, minimalist design and premium materials sealed the deal.
The aesthetics didn't just make the headphones look beautiful, they made them feel like an extension of my lifestyle. The thoughtful design choices communicated attention to detail and sophistication, which matched the brand's reputation. It wasn't just a purchase; it felt like owning something crafted with care and intention.
This experience reinforced how powerful aesthetics can be in elevating a product from functional to aspirational. Design doesn't just attract attention, it builds emotional connections that turn a great product into something you're proud to own.
Smartwatch Design Enhances Utility
I place a lot of weight on product looks when I'm buying because design frequently conveys company identity, quality, and functionality. A smartwatch was one item whose design had a big impact on my choice. I selected a model that could move fluidly between physical activities and professional contexts by fusing contemporary technologies with a sleek, minimalistic style. Its utility was improved by its visual attractiveness, which turned it from a simple device into a chic accessory. This choice demonstrates how well-considered design may increase a product's value by increasing its desirability and adaptability for consumers.
