Aesthetics

Aesthetics is how a product looks and feels — its visual appeal and the overall impression it gives customers. It is one element of the design mix.

What it includes

Aesthetics covers features such as:

• shape and style
• colour
• finish, such as matte, glossy or textured
• the look and feel of the materials used

It is not only about appearance. How a product feels in your hand — smooth, soft, solid or lightweight — is part of its aesthetics too.

Why it matters

Good aesthetics can make a product more attractive and desirable, so customers are more likely to choose it. They also help a product stand out from competitors. If two products do a similar job, a shopper may pick the one that looks and feels better, even if it is priced a little more.

For example, a small business sells reusable water bottles. One is plain grey with a smooth surface; another has a curved shape, a soft-touch coating and a coloured cap. The second bottle feels nicer to hold and looks more distinctive, so more customers choose it. Its aesthetics have made it more desirable.

Prioritising aesthetics suits customers who value appearance and style. A business aiming at that group may spend more on shape, colour and finish to create the impression those customers want.