The 2003 book "The Substance of Style" by Virginia Postrel presents a lot of interesting points about aesthetics in our time and makes the case that our current culture places even more importance on the outward design of things as opposed to just the function than ever before. Design can steer you toward a certain product and can add to ones enjoyment of the item once the decision to purchase has been made. I know one reason why I'm holding on to my cell phone from 2004 when phones are available now that do many more things - I like the way it looks and I like the weight and the way it feels in my hand better than newer phones.
If Postrel is correct, the increased importance of aesthetics to us means that the bar has been raised about what we expect as consumers. Good design is no longer only for the affluent. Have you noticed how even discount brands are giving themselves makeovers? Last September I was in a McDonald's restaurant in Amarillo, Texas where I actually took pictures of the interior because I liked the design so much - there was light wood, metal, abstract art and Eames-designed wallpaper and upholstery patterns! Target has been noticed and praised for the sophisticated design of it's products and advertising for many years now - I noticed my local Wal-Mart is not only starting to carry products with a similar look, the store is also in the middle of remodel with a redesign of the facade to give it a more sophisticated, asymmetrical appearance. It's no longer enough to offer low-priced goods and put them in a plain big box.
Well-designed business identity pieces and multi channel marketing pieces such as web sites, letterhead, logos, emails, webinar replays, on demand presentations and the like used to be something that lifted a business above the competition. Now good, sophisticated design is a basic necessity if you want to even swim in the same pool as your competitors. Here is a great quote from "The Substance of Style" - "The notion now that a corporation of any size would have the CFO's wife design the annual report is ludicrous... But they did in the sixties." Your products might be just as good or better than your competitors, but consumers won't know it unless their first impression of you is as good or better than your competitors. It may not be right, but it's part of human nature, and ignoring it is risky!
If Postrel is correct, the increased importance of aesthetics to us means that the bar has been raised about what we expect as consumers. Good design is no longer only for the affluent. Have you noticed how even discount brands are giving themselves makeovers? Last September I was in a McDonald's restaurant in Amarillo, Texas where I actually took pictures of the interior because I liked the design so much - there was light wood, metal, abstract art and Eames-designed wallpaper and upholstery patterns! Target has been noticed and praised for the sophisticated design of it's products and advertising for many years now - I noticed my local Wal-Mart is not only starting to carry products with a similar look, the store is also in the middle of remodel with a redesign of the facade to give it a more sophisticated, asymmetrical appearance. It's no longer enough to offer low-priced goods and put them in a plain big box.
Well-designed business identity pieces and multi channel marketing pieces such as web sites, letterhead, logos, emails, webinar replays, on demand presentations and the like used to be something that lifted a business above the competition. Now good, sophisticated design is a basic necessity if you want to even swim in the same pool as your competitors. Here is a great quote from "The Substance of Style" - "The notion now that a corporation of any size would have the CFO's wife design the annual report is ludicrous... But they did in the sixties." Your products might be just as good or better than your competitors, but consumers won't know it unless their first impression of you is as good or better than your competitors. It may not be right, but it's part of human nature, and ignoring it is risky!
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