The way a product looks is very important. This area of product design is known as aesthetics - it includes visual aspects such as shape, color, balance and scale. Below are some of the key reasons to take into account aesthetics when designing any product.

Standing out from the crowd

The visual appearance of a product is one of the first things we pick up on. By finding a way to make a product look bold and unique, you can help it to instantly stand out from its competitors. A product that looks dull or ‘generic’ is more likely to blend in and not be noticed.

Just how do you make a product stand out visually? There are a few different things you can do such as using bright colours, glossy textures, unique shapes and large fonts. Of course,  there needs to be a sense of balance and a level of simplicity, so that a product doesn’t look gaudy or ugly. You don’t want to stand out for all the wrong reasons.

A big problem with unique and bold design is that it can be polarising. This is why an increasing number of products are being designed with a more neutral colour palette and more subtle shapes - such products are more likely to have a broader appeal. Aspects such as packaging, lighting, props and models can be used within marketing to compensate for this.

A symbol of quality

How a product looks can affect our perception of how well built it is. This is a big reason as to why finishes such as a powder coating are added to products like machinery parts and piping. This is also why many products try to adopt a sense of symmetry when it comes to placement of screws or thread patterns. 

Such aesthetic features may not actually have any impact on the function of a product, but they can tell buyers that attention to detail was made during the design, which suggests that many practical details will also have been thought of. 

Targeting the right audience

Aesthetics can also be important when targeting a specific audience. A good example of this is products aimed at a specific gender. Certain colours, shapes and imagery are traditionally very masculine and may be used to appeal to male consumers, while others are traditionally very feminine and may be used to appeal to female customers. 

Similar aesthetic features can be used to signify that a product is aimed at a specific age range. Products may also be visually designed in a way to fit a certain environment (for example, a suitcase aimed at people going on vacation may look more playful and soft than a suitcase aimed at people going on a business trip).

Function vs aesthetics

It’s important that aesthetics don’t have a negative impact on function. For instance, a funky handle on a mug might help it to stand out, but if it’s difficult to hold the handle due to its shape, it could end up being more of a design flaw.

Instead, aesthetics should be used to compliment the function. The best products are user-friendly in appearance so that you know exactly how to use them. For instance the shape of a handle can be designed in such a way that you immediately know how to grip it.