The Theoretical Basis and Historical Evolution of Aesthetic Power in Brand Strategy

Brand as a comprehensive carrier of business and culture, its construction process and theory has been evolving. Andaesthetic power(brand aesthetic taste and expression) since the rise of industrial design has gradually integrated into the core of brand strategy. Early brands mainly distinguish products and convey credibility through logo symbols, which are the hands of consumers to identify and remember brands. In the mid-20th century, design began to rise as an important means of brand strategy. In 1958, Gordon Lilpincott proposed"Enterprise Identification(CI,Corporate Identity) "concept, visual design into the brand strategy system. Since then, the brand visual image system (VI) has become the basic project of brand building, including the consistent design of Logo, standard color, font, packaging, advertising, environment and other contacts. This marksdesign aestheticIt has officially become one of the important theoretical foundations of brand strategy.

In the history of the development of brand theory, from the initial emphasis on the consistency of visual symbols, to later focus on brand image, personality and experience, the status of aesthetic factors continues to improve. The famous positioning theory expert Laura Ries (Laura Ries) pointed out: "In the visual age, the best way to seize the minds of consumers is not only to rely on the 'nail of language', but also to use a powerful 'visual hammer '". It can be seen that in the era of information overload,Visual Communication of AestheticizationIt is seen as the key to reaching the consumer's heart. In the 21st century, "experience economy" and "emotional marketing" rise, the brand is no longer just selling function, but selling a way of life and aesthetic proposition. Behind this is the improvement of consumers' aesthetic level and the upgrading of consumption concept: from the pursuit of practicality to the pursuitYueyi aestheticof satisfaction. As aesthetician Jiang Xun said, an individual's aesthetic level often determines his or her competitiveness, because aesthetics reflects macro overall thinking and micro detail insight. Similarly, for brands,Aesthetic power has become an important pillar of brand strategy in the new era.It is a bridge between product function and consumer emotion.

 

How International Brands Build Long-term Competitiveness and Cultural Influence through Aesthetics

Excellent international brands are often known for their aesthetic excellence, shaping long-term competitive advantage and cultural influence through unique aesthetics.Apple is the classic case. The reason why Apple can become a global technology and cultural icon is precisely because it integrates "beauty" into technology and innovation. Jobs paid great attention to the beauty of product design and user experience. He believed that "design is not only the appearance, but also the way of product operation". The key to Apple's success is not the most powerful technical parameters, but the simplicity, elegance and humanity.The ultimate pursuit of the formation of others difficult to copy the unique taste. Some commentators have pointed out that without Jobs' unique aesthetic taste, there would be no Apple today; Apple's unique competitiveness lies in the integration of beauty, technology and innovation. This integration has brought users strong aesthetic identity and emotional loyalty to the Apple brand-users' feelings for Apple are largely derived from "aesthetic identity", and the aesthetic resonance coupled with the identity of the brand concept has given birth to Apple's phenomenal brand culture.

MUJI has established brand vitality and influence spanning more than 30 years through minimalist aesthetics. Muji is not so much a brand as it advocates a minimalist and textured philosophy of life. MUJI's design is rooted in the traditional Japanese simple aesthetics and Zen philosophy: removing all superfluous decorations and emphasizing the texture and function of the material itself. This "less is more" aesthetics has been elevated to a cultural level by MUJI, above luxury, and it can touch the hearts of modern people. MUJI believes that the ultimate purpose of design is to soothe and awaken people's feelings.rather than chasing trends or showing off personality. Simple, honest, concise and practical, it is the principle of MUJI aesthetics. When consumers use MUJI products, they feel aA Gentle and Powerful LifestyleIt does not need a conspicuous Logo, but it conveys awe of the beauty of everyday life everywhere. This unique aesthetic philosophy has enabled MUJI to gain a large number of loyal fans around the world and become a cultural symbol of minimalist life aesthetics. From the perspective of brand strategy, MUJI has established emotional ties and lifestyle influence beyond product functions through aesthetic power.

 

 The interior design of Aesop's Tokyo Ginza store uses local materials such as red bricks to create a quiet and rustic space aesthetic, echoing the famous "Red Brick Street" in Ginza. This unique store aesthetics conveys the brand's respect and integration into the local culture. Each Aesop store is like an art space isolated from the hustle and bustle of the city.

to againAēsop (Aesop), for example, this Australian high-end skin care brand integrates aesthetics into products, space and cultural activities, building a strong brand recognition and cultural influence. Aesop adheres to the concept of "design is brand communication": they reject the chain image of thousands of stores, but let each store be designed by different architects and integrate local cultural elements, making the store an entity expression of brand philosophy. Walking into Aesop's shop is like walking into a quiet art gallery-no noisy advertising slogans, replaced by soothing music, exquisite materials and just the right lighting. Aesop creative director compares stores to harbors isolated from the hustle and bustle of the cityI hope that the unique design will bring comfort to the city people. For example, the Aesop Ginza store uses local red bricks to echo the street style, the Richmond store combines British classical and pastoral style, and the Chelsea store in New York cooperates with literary magazines to pay tribute to literature by collage ...... Different styles maintain a unified temperament under the brand philosophy. More importantly, Aesop has created some sortspiritual resonance: Customers are not regarded as target groups here, but as thoughtful and tasteful friends. Aesop also regularly hosts small-scale cultural events (e. g. readings, concerts) in the store, creating a deep connection with customers through literature and art. Arguably, Aesop downplays marketing in the traditional sense in favoraesthetic experienceCapture the customer's heart. In the long-term practice, Aesop has accumulated a strong intangible assets-an exclusive brand culture and a loyal aesthetic community. Many art lovers regard visiting Aesop stores as "pilgrimage". It is precisely because of the brand's unique aesthetic style and cultural experience that each store is like a local independent art space and has become an online red place for design lovers and hipsters to clock in. This fully reflects the aesthetic power into the brandCultural influenceof great power.

To sum up, international first-class brands such as Apple, MUJI and Aesop have all made great efforts in aesthetics: either to establish a model of both technology and art with industrial design aesthetics, or to lead the change of consumption concept with life aesthetics, or to create an immersive brand experience with the integration of space aesthetics and culture.Through their superior aesthetic power, they build competitive barriers that are difficult to replicate.And at a deeper level to shape the public's aesthetic taste and cultural trends.

 

The Tension between Aesthetics and Commerce: The Balance between Utilitarian Design and Spiritual Expression

In the business world, design should not only serve the market and function, but also carry the aesthetic ideal and spiritual expression of the brand. The two sometimes seem contradictory: firms seek sales and efficiency, often tendingUtilitarian design(oriented to cost-effectiveness and practical functions); and excellent brands need to convey higher aesthetic pursuit and spiritual value through design. When utilitarian and spiritual collision, how to balance is the brand facing the "aesthetic tension" proposition.

Traditionally, many companies believe that investing too much effort and cost in design does not directly bring commercial returns. However, new trends suggest that this view is changing. withTake the enterprise-class office software "Flying Book" as an example. The investment in the design of this B- end product is surprising: it not only pays attention to functional efficiency, but also pursues the beauty of the interface and the refinement of details. Feishu even boldly adopted a poetic "flower" as the main vision of the conference at the recent product launch, instead of the common cold and cool science and technology graphics. This unconventional aesthetic expression has won the audience's attention and made aesthetics a differentiated highlight. The design team of Feishu is willing to devote time and effort to these non-direct utilitarian details, which may not be "cost-effective" to many peers, but it is this persistence that highlights the valuable taste of the brand. Facts have proved that the warmth and humanity represented by this flowerImage, greatly enhance the user's favorability to fly the book brand. As the analysis said: "Flying Book allows people to see that aesthetics and practicality are not either one or the other; excellent visual experience can also precipitate brand competitiveness and even affect users' judgment of product value". It can be seen that when brands dare to go beyond pure utilitarian considerations to pursue aesthetic excellence, they often reap the rewards.Long-term business returns-- Deeper emotional connection and identification of users.

Apple also has a deep understanding of this. Jobs once emphasized that the role of design is not only visual, but also to improve the way products are used."Design is how it works.”. He insistsForm follows functionAnd complement each other's concept: not only to the product easy to use, but also to look good and comfortable. In Apple's practice, engineers and designers work together to polish every detail to serve both function and beauty. For example, the Mac computer's boot music and the iPhone's rounded rectangular icon are both aesthetically pleasing and improve the user experience. Jobs's famous quote "In first-class art and pure science, details are everything" aptly illustratesThe Beauty of DetailsEnhancement of product value. He firmly believesAesthetic senseIt is part of the function itself: beautiful products make people love it, and then integrate into life more deeply.

Of course, there are many enterprises through the aesthetic and commercial imbalance detour. Some blindly cater to the short-term market and are eager for quick success and instant benefits in design, resulting in a mediocre or even vulgar brand image; others place too much emphasis on artistic expression and ignore the actual needs of users, resulting in "self-appreciation" designs that the market does not buy. Therefore, brands needDynamic equilibriumThis pair of tension: neither can sacrifice the basic practical value, nor can it be completely utilitarian-oriented and obliterate the aesthetic personality of the brand.

The way to balance is to return to the brand's original heart and user value. Good design should be."Combining form and spirit"-shape (Function) is reliable function, God (Spirit) is the beauty of the brand spirit. Aesop's success is an example of this balance: it not only adheres to the efficacy and quality of the product (the slow work of grinding a product for ten years gives the spirit of meticulous work), but also does its best in aesthetics in space, packaging and communication without being flashy (for example, brown glass pharmacy bottles have both aesthetic simplicity and practical considerations of anti-oxidation). This design not only solves the practical problems, but also conveys the brand philosophy, so that consumers can feel the attitude and temperature of the brand when using the product.

In short,Aesthetics and commerce are not opposites, but mutual achievements.. In the long run, brands that integrate aesthetics into commercial rationality tend to create more lasting values. Aesthetics gives the brand soul and differentiation, while commerce provides a stage for aesthetics. The two are properly balanced, the brand can be both "easy to use" and "moving", both to meet the needs of users and move the user mind.

 

The Development Status and Typical Problems of Chinese Brands in Aesthetic Power

As China's economy enters a new era of consumption,"Aesthetic bonusIt is becoming an important driving force for the rise of local brands. However, we have to admit that compared with the international leading brands, Chinese brands have made great progress in the development of aesthetic power, but also have some typical problems and deficiencies.

Look at the positive changes first. Growth since the reform and opening upThe second generation of entrepreneurs(Post-80s, post-90s and even post-00s) gradually stepped onto the front desk. Most of them have received better aesthetic education and have a stronger understanding of the importance of brand aesthetics. At the same time, Chinese consumers have a rich material life, and their requirements for products have shifted from "whether they are good-looking" to "whether they are in line with my taste". This increase in aesthetic awareness at both ends of supply and demand has given birth to a number of new and cutting-edge domestic brands that are known for their design. for example, in the "national tide" movement,Li NingThe introduction of fashion series incorporating traditional Chinese elements and the cross-border introduction of cultural and creative fashion products by the Great White Rabbit Milk Candy have reinterpreted traditional culture through modern design and brought about a commercial trend with oriental beauty. Another example is the bold innovation of new brands of tea and coffee in store space and product packaging. The new tea products are named "Zhizi Berry" and "Hua Hua Hua Yin", which are refreshing and reflect the aesthetic creativity in language. It can be said that a new generation of Chinese brands areTake the initiative to shape the difference with aesthetic powerTrying to bid farewell to the old image of "cheap" and "earthy" and create a more high-end and exquisite brand tone. This trend is particularly obvious in the beauty, home, clothing and other industries. Some local brands have begun to show a deep understanding of local culture and aesthetics, and hope to build brand uniqueness and win long-term consumer trust and loyalty.

However, the Chinese brand in the process of enhancing the aesthetic force also faces many challenges andTypical problems：

• Visual Homogeneity and Lack of Recognition: Many brands are easy to follow the trend and imitate the international trend in Logo and VI design, resulting in serious "face collision" phenomenon. In the past period of time, many domestic brands are keen to adopt minimalist flat style or net red color matching. However, due to the lack of support from their own cultural connotations, their visual images are similar and their recognition is low. This stems from the fact that some companies only focus on functionality and mainstream aesthetic trends when designing, ignoringPersonalized and innovative expressionSo that different brands of VI look little different. Low visual recognition will blur the brand image, which is not conducive to the accumulation of brand equity in the long run.
• Brand language and communication lack of aesthetic feeling: In brand communication, many Chinese brandsText and Language StyleStill stay in the routine, lack of aesthetic appeal. Typical examples are brand stories and promotional copy, and common templates are the same: "The founder of X years founded the brand with his first heart......". This formulaic expression can not move people's hearts, but pull down the style of the brand. In contrast, some new brands have begun to attach importance to language aesthetics. For example, the new tea brands mentioned above are ingenious in product naming, giving products romantic and poetic names, and enhancing consumers' goodwill. Generally speaking, the aesthetic creativity of Chinese brands in language narrative needs to be strengthened, and it needs to get rid of the blunt marketing cavity and turn to a more sincere, vivid and consistent expression of brand personality.
• Space and Environmental Design Lag: Compared with products and packaging, many domestic brands have been right in the past.Terminal Space DesignInsufficient attention, the offline store image lacks aesthetic consistency. Some brands of store display, interior design is more casual, failed to extend the brand tonality to the space experience. However, this situation is improving, especially in the new retail and experience economy wave, more and more brands pay attention to the aesthetic creation of offline space. For example, popular tea shops have been decorated with different styles to create artistic spaces that can "clock in". Some local clothing and beauty brands have also begun to cooperate with well-known designers to set up concept stores and pop-up shops to attract young consumers through creative spaces. This shows that Chinese brands are realizingspatial aestheticsIt is also part of the brand experience. However, on the whole, the professionalism of most enterprises in space design still needs to be improved, and the visual system and product style of the brand need to be better coordinated.
• Problems of Material and Packaging DesignPackaging is an intuitive embodiment of brand aesthetic power, but in the past, the packaging design of many domestic products was either too fancy or too crude and lacking in design sense. Some companies have mistakenly thought that the more gorgeous packaging can attract consumers, the result is counterproductive. Today, the consumer's aesthetic has shifted from complexity to simplicity and elegance, and then the old ideas are cheap. Therefore, brands need to seek in terms of material selection, process texture, graphic fonts, etc.Just the right beauty. At present, some new brands (especially in the field of beauty and food) have made breakthroughs in packaging, such as using oriental traditional patterns combined with modern minimalist design, or pursuing environmental protection and advanced touch in materials to enhance the brand's style. The exploration of this aspect makes the packaging of domestic brands gradually bid farewell to the sense of cheapness, and moveRefined, culturalizeddirection of development.
• Aesthetic positioning does not match brand positioning: Another common problem is that some brands try to improve their "appearance" quickly,Aesthetic positioning and actual brand positioning do not match, causing confusion or untrustworthiness of the brand image. For example, some affordable brands blindly imitate the high cold wind of luxury goods, and as a result, consumers do not buy it and think that they "pretend to be high-end"; or some brands suddenly change to minimalist and indifferent designs, but lack the corresponding support of products and services, which makes consumers feel misplaced. Therefore, the brand in the promotion of aesthetic needs to examine their own positioning, to ensure that the aesthetic style and brand DNA fit, rather than for the sake of beauty and beauty. Otherwise, it may be eye-catching in the short term, but it is difficult to maintain loyalty in the long term.

In a nutshell,The aesthetic power of Chinese brands is in the stage of accelerating remedial and evolutionaryOn the one hand, the improvement of public aesthetic level has brought opportunities for brands, on the other hand, how to establish brand aesthetics with recognition and connotation is still a topic. Local brands need to avoid the "surface beauty" of eager for quick success and instant benefits, and practice their internal skills, including deeply exploring the essence of local culture and aesthetics, and cultivating design innovation ability, so as to form a unique brand aesthetic identity. Only in this way can we establish a Chinese brand image that is eye-catching and can stand the test of time in the domestic and international markets.

 

Why aesthetic power is a long-term and hidden competitive advantage

Compared to price, channel and other means of dominant competition,Aesthetic abilityIt is often a long-term and hidden competitive advantage. It subtly affects consumer psychology and behavior and creates a deep moat for the brand.

First, fromConsumer Psychology and Brand LoyaltyFrom a perspective, the experience of beauty can stimulate emotional resonance, which in turn translates into long-term preferences and loyalty. Research shows that when a product or brand evokes emotional resonance in aesthetics, consumers tend to have a stronger love and stickiness for the brand, and are even willing to ignore the disadvantages of function and price. A study by San Francisco State University found that consumers' loyalty to car brands stems more from aesthetic factors such as appearance than from function and price.The more aesthetic investment in product design, the stronger the emotional connection between the brand and the consumer.The more sustainable the relationship is. On the contrary, if you just pile up functions, the relationship tends to be more transaction-oriented and difficult to form lasting emotions. This is a good explanation of why brands such as Apple and BMW have a large number of "iron powder": users may not remember the parameter configuration for a while, but they have a deep memory of the aesthetic atmosphere and taste created by the brand, thus having a long-term preference for the brand. Therefore, the aesthetic force broughtemotional added valueIt is an invisible asset that nourishes a deeper psychological bond between the brand and the consumer, giving the brand an appeal beyond rational considerations.

Secondly, aesthetic power can give the brandPremium capacity and durable differentiation. When a brand's design aesthetics reaches the level of excellence, consumers are often willing to pay a premium for "beauty. As some people in the industry pointed out: "at present and in the future, only brands with excellent aesthetic power can sell more expensive!". Because the aesthetic power itself represents a kind of quality and style, which can improve the subjective value of the product in the eyes of consumers. In the same kind of functional products, visually pleasing, touch exquisite, tonality of high-grade brand, naturally more to win favor, this kindBrand Preference Transformed into Price AdvantageLong-term accumulation is the pricing power of the brand. In addition, the brand image created by aesthetic power is often difficult to be copied by competitors. Technology can be imitated and business models can be followed, but the unique aesthetic style and cultural connotation of a brand is difficult to be simply copied-this is the hidden moat of differentiation. For example, Apple's minimalist elegance, Muji's simple Zen, and Aesop's literary temperament are all brand assets built through design and aesthetics for more than a decade, and it is difficult for competitors to create the same feeling and atmosphere in the short term.

Again, fromCultural influence and community identityFrom a point of view, aesthetic power can also make the brand go beyond the commercial level and become a cultural symbol, gathering a highly recognized consumer community. Once the brand's aesthetic propositions and values are recognized by a group of consumers, their loyalty to the brand is not only satisfaction with the product, but also the loyalty to a way of life and values. This loyalty is strongest and hardest to shake. The example of Aesop shows that through long-term adherence to unique design aesthetics and cultural taste, the brand has attracted a group of fans who love philosophical life and love literature and art to become core customers. They highly identify with Aesop's philosophy in spirit and form the backbone of the brand. In the era of increasingly serious product homogenization,The value circle that establishes this kind of cultural resonance is the brand's indestructible moat.. Similarly, Apple has a similar community effect for geeks and creative people, and Muji for minimalists. Brand aesthetic power makes consumers have a sense of identity and belonging, which transcends general loyalty and becomes an existence of almost fan culture. This is clearly an advantage that competitors are difficult to gain through short-term marketing.

Finally, aesthetic power as a competitive advantage is often the"Nourishing things silently and imperceptibly"The hidden power. It does not show the benefits overnight, but over time, the brand occupies a place in the hearts of consumers because of the beautiful experience, forming an irreplaceable position. Some advantages may decay as the market changes, but the reputation and emotional connection brought by aesthetics often lasts forever. As Jobs said, "taste is the best moat"-Apple defeated its opponents in many fields, not because of the strongest technology, but because of its unique taste and the ultimate pursuit of simplicity, elegance and humanity. Once this taste is integrated into the brand gene, it becomes a long-term barrier for enterprises to resist competition. A brand with noble aesthetic taste, like a person with a poetic world, has its own outstanding vitality in the numerous markets. The brand equity shaped by aesthetic power is intangible but thick, bringing long-term value to the brand beyond the product itself-including loyalty, reputation, cultural influence, and cross-category extensibility. These advantages may be difficult to quantify in the short term, but in the long river of brand development, they often become the key to the survival of the decision.

In summary,The reason why aesthetic power has become a long-term and hidden competitive advantageIt has a profound impact on consumers' emotions and psychology, and builds barriers for brands in the invisible. It makes the brand go beyond the functional competition, rise to the cultural and spiritual level, and establish lasting resonance with consumers. When aesthetic power is integrated into the brand's bloodline, the brand is no longer a commodity, but a living existence-it can not only provide practical value, but also give aesthetic pleasure and spiritual nourishment. Once this brand is "loved" by consumers, it is difficult to be replaced.

 

Practical advice on how a design studio or creative team can help a brand enhance its aesthetic appeal

For design studios or creative teams that are committed to enhancing the aesthetic power of the brand, it is necessary to help the brand create unique and excellent aesthetic competitiveness from a strategic height and execution details. Here are some practical recommendations:

1. Clear brand aesthetic positioning and tap the "beauty" of core values ": Before starting the design work, it is necessary to sort out the mission vision and core values of the brand together with the enterprise, and find out the unique "beauty" elements contained in it. The aesthetic power of a brand first comes from the aesthetic feeling of the brand's core value-just as personality beauty determines external beauty, if the brand's core value is beautiful and infectious, its external image can be truly moving. Therefore, the creative team should have a deep insight into the brand story, cultural origins, founding philosophy, etc., from which to extractaesthetic positioning(such as elegant and simple, youthful fashion, oriental Zen, etc.) to ensure that the follow-up design is based on evidence. In this process, it is necessary to ensure that the brand aesthetic positioning is compatible with the aesthetic taste of the target audience. Through market research and user interviews, we can understand the aesthetic preferences and cultural background of the audience, and find the combination of design style and user aesthetic resonance. After a clear direction, form a brand aesthetic declaration or keywords to guide all design decisions and make brand aesthetics clear.Soul main line。

2. Establish a unified and recognizable visual system: Visual image is the most intuitive presentation of brand aesthetic power. The design team should help the brand create a systematic visual identity (VI) system, including logo, standard color, font, graphic symbols and extended application. On the one hand, followConsistencyPrinciple, to ensure that the elements of the uniform style, tonality matching, in a variety of media to convey the same feeling hanlonbrand.com. This is similar to the CI theory, which emphasizes that the brand's exclusive imprint in the user's mind is established through a consistent specification of vision, hanlonbrand.com. On the other hand, to give the visual systemOriginalityandKey takeaway, Avoid industry conventions. Can be in the Logo graphics, font modeling into the brand's unique story or cultural symbols, so that it is simple and easy to understand and intriguing. For example, Coca-Cola's red ribbon font and Nike's checkmark all reflect the visual hammer effect of "at-a-glance recognition. Creative teams should be good at refining thisVisual Hammer: Perhaps an iconic color combination, or a unique illustration style. Complemented by a full range of application specifications, the brand, whether it appears in packaging, advertising, web pages or the environment, can allow consumers to quickly recognize and create a sense of familiarity through visual elements. It is important to note that while implementing consistency, it is flexible and creative-for example, Aesop is always guided by brand philosophy and makes good use of "subtraction" to ensure that different design styles still output a unified brand temperament.

3. Expand the multi-sensory dimension of aesthetic power: Brand aesthetics is not limited to visual design, but also includes hearing, touch, smell and other all-round experience. The design team shouldFive sense angleHelp the brand to create a complete aesthetic experience chain. For example, inLanguage and soundon, shaping the brand's unique sound symbols (e. g., ad soundtrack, cue tones) and copywriting tone. Brand copywriting, stories and slogans should be polished by aesthetics, with appeal and identification, and avoid the same formula expression. InProduct and packaging materialsOn the top, choose high-quality materials that meet the brand's tonality, and convey the brand's pursuit of quality and beauty through touch and texture. ForSmellFor example, skin care, beauty makeup and fragrance brands can design their own fragrance style, and even the store environment can incorporate a consistent fragrance, so that consumers can "think of you when they smell this smell". ForShop space and environmentThe creative team should integrate into the space design profession and use lighting, display and dynamic line planning to create an atmosphere in line with brand aesthetics. For example, the cafe brand can create a life aesthetic scene through background music, indoor aroma and furniture texture.Consistent and three-dimensional sensory aestheticsIt helps to deepen consumers' all-round memory and goodwill towards the brand.

4. Balance function and aesthetics, advocate "useful beauty": In the actual design scheme, we always take into account the practical function and aesthetic expression, so as to be beautiful but not charming, elegant but not astringent. The design studio should have a deep understanding of the product/service usage scenarios and user needs, and putUser ExperienceAs one of the starting points of aesthetic design. Every detail of beauty should serve or at least not hinder function. For example, in UI interface design, even if you pursue visual stunning, you cannot sacrifice the clarity and convenience of interaction. No matter how good the packaging design looks, it is also necessary to consider practical aspects such as convenient opening and environmental protection of materials.Utilitarian design and spiritual design are not contradictoryThe two can complement each other. As the case of Feishu shows, office software can both improve efficiency and have pleasing interface details. When the team comes up with a design proposal, it might as well ask itself: Is this design both "good-looking" and "easy-to-use"? Is there any aspect that has gone too far and affected the other side? Through this self-inspection, it is polished back and forth to achieve the best balance between function and aesthetics. Once achieved"Useful Beauty", often can bring users a surprising experience, thus greatly enhancing the brand reputation.

5. Inject cultural connotation and tell the story of brand aesthetics: Brand aesthetic power is not a castle in the air, it should be rooted in a certain cultural context and the story of the vein can be more touching. The design team should help the brand discover and shape the cultural story behind it and incorporate it into the design details. For example, you can find inspiration from the culture of the brand's origin, the background of the founder, and the group subculture of brand services, and translate these elements into design language. Aesop's experience is that before the designer works, the brand will provide some literary reference and philosophical guidance to ensure that the cultural thinking of the brand is injected into the design works. The creative team can also operate similarly-for example, before designing a new store, study the local history and humanities, extract key images from them and apply them to the design. When developing new product packaging, the brand concept is turned into a philosophical introduction printed on the inside of the packaging to create a little spiritual pleasure for consumers. At the same time, to help the brandGood Aesthetic Proposition: Share the brand's views and attitudes about beauty through content marketing and social media to attract like-minded audiences. You can plan aesthetic images, photographic works, or hold art and culture-related activities to strengthen the cultural tone of the brand. In short, let consumers feel that the brand is not only selling goods, but also spreading a beautiful concept and lifestyle. Once this concept is understood and recognized, the brand can reapSpiritual resonance typeThe loyal fans.

6. Pay attention to details and consistency, establish a long-term aesthetic management mechanism: The promotion of brand aesthetic power is a continuous process, which requires excellence in every detail and long-term consistency. After completing the initial design project, the design studio should assist the brand to establish a setaesthetic management mechanismand design specifications to ensure a consistent presentation of aesthetic style at all touch points (including future advertising, public relations, product line extensions, etc.). This includes: sorting out and perfecting the brand visual identity manual and stipulating the use standards from color to format; Formulate content and language style guidelines, and clarify the tone and wording aesthetics of brand communication; Participate in training the internal team of the brand, so that relevant personnel such as the market and public relations can understand the aesthetic positioning and principles of the brand, and do not deviate in various implementations. At the same time, encourage brands to regularlyReview and updateIts aesthetic expression to keep up with the aesthetic evolution of the times but not deviate from its own DNA. For example, the brand image can be optimized and upgraded slightly every few years (non-subversive revision) to maintain freshness and modernity. Through consumer feedback and market research, we can also find out whether the public's perception of brand aesthetics is consistent with expectations and find out the details that need to be improved. In daily execution,All brand output are worksAwareness is very important: whether it is a social media poster or an offline activity layout, it should reflect the brand's aesthetic level and not relax its control over details. The case of the Flying Book Conference shows that they even carefully designed the participants' badges, manuals, on-site moving line signs and other materials to maintain the consistent extension of the main vision, giving people a highly harmonious and consistent impression. This kind of dedication to details eventually transforms into the high texture of the overall image of the brand, which makes consumers build deep trust and love for the brand in a subtle way.

7. Inspire innovation with the help of external brain and cross-border cooperation: To enhance the brand's aesthetic power, it is sometimes necessary to jump out of the existing perspective and use more diverse sources of creativity. Design studios can suggest that brands try to cooperate with artists, architects, illustrators, fashion designers and other aesthetic experts in various fields. On the one hand, these collaborations can inject novel elements and higher-level aesthetic creativity into the brand (for example, some sports brands find artists to design joint models, and shopping malls invite well-known architects to design flagship store spaces). On the other hand, cross-border cooperation itself also conveys the brand's attitude towards aesthetics and creativity, and enhances the brand's taste image in the hearts of consumers. Of course, the choice of partners must be compatible with the brand tonality in order to achieve the "icing on the cake" effect. In addition, it can also help brands establish contacts with design/art schools and aesthetic research institutions, carry out aesthetic trends and consumer aesthetic research, and achieveProspectivelead the aesthetic trend. Regular aesthetic sharing sessions or design inspiration salons can also be held within the brand to enhance the team's overall aesthetic accomplishment-after allTeam's own aesthetic visionIs the fundamental driving force to build aesthetic brand. If the company's leadership can practice, such as recruiting talents with artistic background to enter the brand marketing team and creating a corporate culture that attaches importance to beauty, then the promotion of the brand's aesthetic power will be more natural.

In a word, the design studio should play a good role in helping the brand to improve its aesthetic power."Aesthetic Strategy Consultant”and“Creative Executive Pusher"The dual role of": not only from the macro to guide the brand clear aesthetic direction and value proposition, but also in the micro to polish the specific design, to ensure that every detail reflects the brand's aesthetic pursuit. Through systematic planning and patient cultivation, the aesthetic power is truly integrated into the brand's DNA and operational practices. The creation of aesthetic power is by no means a day's work, but once a high-level brand aesthetics is established, it will become the most charming and strongest core competitiveness of the brand, and nourish the growth and success of the brand for a long time.