What is aesthetics? What do we mean when we say aesthetics in business? We’re talking about how a product looks, the colours and style. We’re looking at the font a company uses for their name, the colour scheme of the website, and of course, their marketing. Whether they use funny, entertaining marketing or stylish, sleek and glossy marketing schemes. Homely or high fashion. When you start your business, you will probably have an idea in mind. For example, I’ve always seen myself working in my own little Gatsby-esk bar called ‘The Olivia Grace Speakeasy’, if you’re starting a tech company you might have an idea of something clean and fresh; if you were starting hosting a market, you might aspire to have something bright and colourful. All of these things may seem minor, but there is so much research behind what you choose for your business impacting your ability to connect with your ideal market.
Image from: Persona Design
This is a clip from The Lip TV, who are a YouTube channel that discuss a wide variety of topics, and this one is talking about the effect of certain colours on your purchasing choices. There is science behind these ideas, but the human psyche is so subjective that it is only ever a generalisation. For example, they say in this video that women in general are less likely to buy clothes etc with earthy tones, but if you grew up in an environment that is very homely and rustic, then maybe those colours would appeal to you.
Also in the video they suggest that social media platforms are blue because it is the most calming colour and it’s aimed at tricking you into spending as much time on Facebook because you are calmed and drawn into the app, purely because of the colour of the banner etc. However, when The New Yorker asked Mark Zucherberg whether this was intentional psychological manipulation his simple reply was that he is colour blind he is red-green colour blind and blue is the colour that he can see most clearly. So, is this all just too subjective? I don’t think so. If you think about this theory in connection to natural things, it makes a lot of sense. For example, red means danger and showing confidence. Green means safe and fresh. Blue is said to be calming, but really it just seems safe because blue is one of the most recognisable colours that we see everyday. However, would you eat a blue apple? Or a blue salad? It seems unnatural. It seems to me that the theory is tied into our inner most animalistic instincts and connections to need. Which is why if done right, choosing the correct colours and aesthetics then it could have a huge impact on your company.
How, you might be asking yourself. Or maybe you’re asking me at through your phone… I can’t hear you, but if you were just asking that it’s freaky! If you make/sell something that is aesthetically pleasing, people will spend money on it simply because it gives them pleasure. During the recession the general population found itself in a financially tight situation, but they still spent money on more expensive clothes, premium items in restaurants and premium items across the board. Why? Because it brings them pleasure. If something makes you happy when you look at it/smell it/touch it/use it then people will spend money, maybe even money that they don’t have. This ties into the millennials post that I wrote last week. People will spend money on things that are being sold by a company with a humanitarian purpose, and this is a hallmark of the millennial generation. Does it seem that people value aesthetics and pleasure over simple value for money? I thin they do, and there is a lot out there to back me up, including from Strategy and Business and Innovation for Growth.
So, what is aesthetics for Urgos? How has Urgos handled their approach to this? We are a tech start-up, and we chose black and green to represent the modernity and innovation of our product and green to represent the eco positive values that stand behind our company. We really want people to see us as an environmentally friendly brand, and value our company for doing our best to do our bit for this planet we call home. We still can’t divulge too much because we’re going through our patent and production plans, but we can tell you that we are looking into the best option for us and you and the planet.
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