The relevance of aesthetic marketing for purchasing decisions

Abstract

Companies use the aesthetic design of products and brands to positively influence the purchase decision. Therefore, it is necessary to define what exactly aesthetic appearance is and what associations are evoked in customers. The bachelor thesis thus focuses on the relevance of aesthetic design for product market ing for customer purchase decisions. In addition, it analyzes what exactly is understood as aesthetic design and examines its importance regarding the price and functionality of products. To answer the research questions, a mixed-method study was conducted that included quantitative and qualitative questions. Design preferences in terms of color, shape, and font were addressed. In addition, questions about the importance were asked with the help of an interval scale, and qualitative questions were asked about the benefits of aesthetic design. At the end of the survey, the importance of aesthetics was again examined with the help of three products, headphones, toasters, and wall clocks. The analysis of the survey shows that the aesthetic design of products is essential for the purchase decision, but only if price and performance are also appropriate for the buyer. Great attention is paid to the interaction of the three factors. Most participants are more likely to make compromises in appearance than in price or function. The aesthetic design focuses on the perception of harmonious and pleasant design characteristics, i.e. colors, shapes, and typefaces. Further research can be done on trends of aesthetic perceptions. The focus can be on correlations between preference and life situation, gender, or even income. Historical de velopment can also be analyzed.