How Brands Can Use Aesthetics to Influence Buying Decisions

Imagine this: You walk into a coffee shop, and before you even glance at the menu, you feel something. The warm, moody lighting, the earthy-toned ceramic cups, the minimalist logo embossed on the napkins—it all just clicks. You haven’t even taken a sip of coffee, but you already know: this place is a vibe.

Now, let’s flip the scenario. You visit another café, but this one has harsh fluorescent lighting, clunky plastic cups, and a cluttered menu board with Comic Sans font (yikes). The coffee might be technically better, but will you come back? Unlikely.

This is the power of aesthetic appeal. Whether we realize it or not, aesthetics shape our purchasing decisions, our loyalty, and even how much we’re willing to pay. If you’re a business owner, this isn’t just about making things look “pretty”—it’s about using design, branding, and psychology to drive sales and build a loyal community.

Why Aesthetic Appeal Drives Buying Behavior

Studies show that 93% of consumers say visuals are the key deciding factor in a purchase. The human brain processes visuals 60,000x faster than text, meaning your brand’s aesthetic is making an impression before customers even read what you do.

But why do people spend more on products and services that are visually appealing?

• Dopamine & Design: Beautiful packaging, cohesive branding, and well-designed experiences trigger dopamine, the brain chemical associated with pleasure and reward.

• Status & Identity: Consumers don’t just buy products—they buy stories and aspirations. Aesthetic branding makes them feel like they are part of something aspirational.

• Emotional Connection: Colors, fonts, and design choices can spark emotions like trust, excitement, or nostalgia—making consumers more likely to engage and purchase.

  
  

Real-Life Examples: Brands That Mastered Aesthetic Appeal

Apple: The Minimalist Luxury Effect

Apple doesn’t sell phones—they sell status, simplicity, and sophistication. Their sleek, minimal branding makes their products feel high-end, even if competitors offer better specs at a lower price. This is why people are willing to pay a premium for an iPhone—it’s not just a device, it’s an identity statement.

Glossier: Turning Packaging Into Community-Building

Glossier built a $1.8 billion brand by mastering aesthetic-driven marketing. Their pastel pink, dewy-skin aesthetic wasn’t just a look—it was a movement. Their customers weren’t just buying skincare; they were buying into the "effortlessly cool girl" aesthetic that Glossier represented.

Stanley Cups: How a Water Bottle Became a Status Symbol.

A Stanley tumbler isn’t just a water bottle—it’s a social statement. Its recognizable design and trendy color palette made it an influencer favorite, driving demand (and waitlists!). It proves that people will pay more for a functional product if it aligns with their lifestyle and aesthetic preferences.

How Business Owners Can Leverage Aesthetic Appeal

If you want your brand to stand out, it’s time to think beyond just what you’re selling and focus on how it feels. Here’s how:

Craft a Visual Identity That Feels Intentional

Your brand colors, fonts, and design choices should be deliberate and consistent across all touchpoints. A scattered aesthetic confuses customers and makes your brand feel less premium.

Example: If your business is all about luxury, don’t mix neon colors and Comic Sans fonts—opt for muted tones and elegant typography instead.

Packaging & Presentation Matter (More Than You Think!)

People are 75% more likely to remember your brand if it has distinctive, well-designed packaging. Whether you sell digital products or physical ones, the way you present them impacts perceived value.

Example: A well-designed Instagram feed, sleek website, or thoughtfully packaged product can make a $30 item feel like it’s worth $100.

Sell a Lifestyle, Not Just a Product

Consumers are drawn to brands that align with their aspirations, moods, and identities. Your branding should tap into this emotional connection.

Example: A fitness brand shouldn’t just sell workout gear—it should sell confidence, discipline, and the feeling of crushing your goals.

Use Aesthetic Appeal to Drive Social Sharing

If your product or service is visually appealing, it’s more Instagrammable, TikTok-worthy, and shareable. This means free organic marketing.

Example: A viral café in New York gained massive traction just because of its aesthetic neon sign and latte art—people visited just for the Instagram moment, boosting sales effortlessly.

Final Thoughts: Aesthetics Are a Business Strategy

If you think aesthetics are just a nice-to-have, think again. A strong, intentional aesthetic can be the difference between a forgettable brand and an iconic one. It’s not about making things “look pretty”—it’s about strategically shaping consumer perception, trust, and loyalty.

So ask yourself: Is my brand’s aesthetic helping or hurting my business?

Because in 2025, vibes don’t just sell—they scale.