Pauline Brown has written a new book called Aesthetic Intelligence. It focuses on the importance of aesthetics, and design in marketing products. Today, there isn’t a shortage of available goods and services at low prices. As a result, people crave rich and meaningful experiences – and that’s where design can make a difference.
As the longtime leader at luxury brand LVMH North America, Pauline led the luxury goods business focusing on brand aesthetics. LVMH brands include Louis Vitton, Moet Hennessy, Tiffany, Christian D’Or and Chateau D’Yquem.
What is aesthetics?
First of all, aesthetics root word is from the Greek to pertains to the beauty or artistic sentiment of an object. You might describe the artistic design of a car or a sculpture or painting as having an aesthetic.
Pauline Brown explains how to harness the power of the senses to create products, services, and experiences that stand out, resonate with their customers, and create long-term value for their businesses. The power is rooted in Aesthetic Intelligence—or “the other AI,” as Brown refers to it.
Utility versus Aesthetics
Furthermore, when you open a new iPhone box, the packaging signals the attention to detail, design, and elegance.
You don’t need this packaging for the phone to function, but it is a part of the total experience of their brand. The design and elegant lines of the phone are part of its aesthetic.
The author argues that through “this type of AI, you can create delight, lift the human spirit, and rouse the imagination through sensorial experiences.”
Design Beyond Function – Cutting Edge
Consequently, If you are creating a new product for a market beyond its function, the overall aesthetic can create value, meaning, and enjoyment .beyond the utility of the product. When we make purchasing decisions, the design elements contribute to our perception of value.
I recently met a local Raleigh design firm called LautDesign who exemplifies the art and science of 
aesthetic product design. When they take on a design challenge, they go beyond function to look for the aesthetic opportunity of form. Check out their design of The StingRay for Caruca for an individual golf car. As a result, this is a great example of design going beyond function to aesthetic design.
Knives Outs
When I recently bought a new set of knives for my kitchen, the aesthetic was important to my decision and evaluation. I found plenty of functional knives that were inexpensive. However, my goal was to get a set of knives that would elevate my cooking experience and provide me with more pleasure and enjoyment. How well did the knives fit into my hand, was there an elegance about the knife or did it look and feel more utilitarian.
- Are you creating products with enough style, design, elegance, and a distinct aesthetic?
- If you are selling a more premium end of the market, how will you signal value if the design looks and feels like other products?
- How can you create a brand where a design aesthetic is part of the creation of your products?
Pauline’s book is cutting edge stuff. I’d urge you to read it.
Looking for an edge? I can help. You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo by Alyson McPhee on Unsplash
Book cover photo courtesy of Pauline Brown
Individual Golf Cart images and designs courtesy of Laut Design and Caruca
