You may think aesthetics are purely for vanity purposes. Whilst you don’t need to spend hours refining the perfect design it’s important it has the right aesthetic.

Why? Aesthetics are the first thing people see so it’s what will get their attention and set the right impression for what your business is about.

Let’s explore the real reasons why aesthetics matter for the success of your brand.


Attract your audience

A good aesthetic will attract the right people to your brand. Well-chosen imagery, graphics, and colours will resonate with the people you want to attract to your brand and will speak to them on a subconscious level.

For example, choosing the right colours for your brand sets the right mood and evokes the relevant emotions, which can help attract the perfect customers to your business. Not sure if you are using the right colours for your brand? Take my free quiz.

Create recognition

If you have a clearly defined aesthetic or style, it’s easier for your audience to recognise your brand across different channels. Whether they are on Instagram, browsing the web, or out in town, when your brand pops up they will recognise your unique style and know it’s you.

This increased brand recognition helps you to cut through the clutter, which can lead to more conversions and ultimately sales.

Moreover, by using familiar colours, fonts, and design elements across all platforms, you help to create a seamless experience for your customers.

Build credibility and trust

Investing in your brand’s visual identity helps to make your brand appear more professional and credible. A high quality, professional aesthetic indicates your brand pays attention to detail and takes pride in its products and services. This can ultimately increase trust and propensity to buy.

Moreover, by establishing a consistent visual identity, your audience learns what to expect from you. A high level of consistency boosts confidence in the reliability of your brand, which builds trust and brand loyalty.

Establish differentiation

Aesthetics are one of the key ways to differentiate your brand. A unique aesthetic can set your brand apart from the rest and make your brand more memorable.

A compelling aesthetic can even allow you to charge premium pricing. Apple has a unique aesthetic characterised by simplicity and minimalism that is instantly recognisable regardless of the version of the phone or the medium it is presented. Part of their attraction is their unique aesthetic that follows through everything from the marketing to the products themselves.


In conclusion, caring about aesthetics doesn’t mean prioritising design over messaging. It’s not even about having the perfect Instagram feed or making things look pretty. It actually serves a deeper purpose that will help your audience engage with you and help your business grow. It is a powerful communication tool that can boost the attraction, recognition, credibility, and trustworthiness of your brand.

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