Why worry about beauty?

As humans we are hard wired to see and appreciate beauty. This has been studied and proven countless times. There is nothing like a beautiful face to garner our attention; one look online or on TV or in a print publication will prove that beauty is an effective tool of advertisers.

Our fundamental appreciation of beauty has also been studied by neuroscience. As creatures, we are inclined to beauty and increasingly, that appreciation of beauty is being understood to go well beyond a pretty face.

The appreciation of beauty in everyday life, from landscapes to sunsets to kittens, puppy dogs and the astral skies, all hold common appeal. Beauty amazes us in nature and in the products and services we enjoy as well.

Manufacturers that understand the power of beauty use great design from end-to-end; from the simplicity and elegance of a well-conceived user experience to the shape and form of a physical product and how it functions, to the design of their brand mark and print materials too. This appreciation of beauty extends to all manner of content creation from the quality of the images they create to the voice, tonality and simplicity of the written and spoken word.

Nothing extraneous that will diminish the beauty of their conception is allowed. By example, think Apple, think Dyson, think Boeing, think Audi, think 3M.

Beautiful design works. Period.

Ugly, poorly designed products and services end up in the dollar store of our appreciation. Well-conceived, imaginative and well-executed design work elevates all aspects of a brand, the most important of which is consumer appreciation.

Defining this beauty means starting with insight into the desires and needs of the intended users. It also means establishing a beauty language for your brand, a unique and appealing design vernacular that informs all that you produce.

Beautiful ideas, beautifully executed. These ideas Head for The Heart.