Style x Substance: The Business of Aesthetic

What your company looks like is arguably one of the most, if not the most, important part of business. Good design can say everything. How your business carries itself, what it does, the level of professionalism and innovation it is capable of.  But oftentimes some business don’t sell themselves as much as the product and don’t invest in an aesthetic for their business. If you want your company to stand the test of time, you need to have an aesthetic that matches the vision of your company.

Investment of Creativity

No matter the size of your business, there is no reason why you shouldn’t try to have an aesthetic or design comparable to the biggest companies in the world. Apple is a prime example of good business aesthetic and no matter how much they changed as a company; their dedication to design was a constant. Their apple logo has rarely been changed and is one of the most recognizable logos in the world. Their product and company branding is united. From the gray plastic look that has defined the appearance of computers retrospectively to the sleek marriage of glass and aluminum that is the epitome of sophistication in computer technology. It’s the design made by people like Jonathan Ive that helped set apple apart from the competition and it’s this strategy more businesses need to take advantage of. A lot of design firms make branding comparable to Apple’s for smaller companies. The return on investment in creativity is limitless.

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The Style of Substance

There’s has always been an argument about style over substance. But they are not opposing elements, but rather one and the same. Style is what people notice. If you sell a great product, no matter how much you sell it, it won’t grab people’s attention nearly as well as being able to see it. Design helps make substance clear and understandable. Personally, I think the best design is the most simple. It’s direct, and outlasts what’s fashionable at the moment. No matter what changes in business, simple aesthetic can help your business last by being recognizable no matter the circumstances. Design if done well, will make people want to be a part of it by seeing what you have to offer.  A great product and a great company deserve great style.

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Own Your Aesthetic

There is a sense of ownership in developing an aesthetic for your company. The colors you choose, the logo, the branding, will give your business a soul and vision all company owners should have. We are all affected in some way by design and aesthetic every day, and it can have a positive effect on your customer and business. Don’t cheapen what your company is by not investing in it or not think it’s necessary. Be willing to be creative with the look of your business. Because it could be the one element needed to take your company to the next level.

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