Academic journal article Review of Management

Future of Aesthetics in Marketing

Academic journal article Review of Management

Future of Aesthetics in Marketing

Article excerpt

How the concept of 'aesthetics In marketing' evolved?

When man first started using tools, he was looking at purely from the point of view of his functional requirements, the utility which he can attach with the tool, once as things evolved and he started owning this tool and it became one of his personal items and he no longer was seeing this as a functional tool, he started admiring this ownership. Soon functional aspect became 'divorced' from the product and man started 'beautifying' his tools and belongings as his admiration for owing and possessing increased. This gave way to what we call 'Aesthetics' it is when the form in the product got divorced or separated from it and started creating its own identity, rules and image.

We see that a product or any possession of man need not be only be there with him from only the functional standpoint but also from the perspective that he wants to 'own' or holds on to something he 'likes'. This changing orientation of man towards admiration of something which is beautiful or he perceives it is a 'beauty', this perception in a humanleads the concept of 'Aesthetics in Marketing'. However beauty is not related to his eye alone.....but his entire senses...be it be eyes, ears, nose, feel and the pleasure he gets in using the asset he has. Aesthetics is not only what he perceives to be Visually good that is beauty to the eyes....but also to his Olfactory and Auditory Senses, his Ergonomics Experience and the overall Pleasure he gets out of the entire experience.

This overall feeling which overwhelms a person can be used to market and position products and services as aesthetics.

Why should organizations emphasize on use of aesthetics in marketing campaigns?

Product performance in the marketplace is always a challenge for a marketing manager. Even though adequate market research supported by use of technology, engineering, R&D and good human resource is done before the launch of the product, the guarantee whether the product will succeed in the marketplace cannot be assumed. This thought is perhaps one of the worst nightmares a marketing manager or a business manager can ever have.

While marketing a product many variables like price, quality, features, novelty, competition, positioning, promotion etc. play a major role, most of the product differentiations are centred on these. Globalisation, Industrialisation and development across countries saw competition getting intense and the points of differentiation between products coming down. This was primarily due to availability of technology and the time taken to develop these as the result of changing consumer needs and their demand to have frequent changes in the product.

If we consider the case of durables, specifically automobiles and home appliances, we find the retention or ownership period of the same has reduced considerably over time, a car which a consumer kept for maybe around ten years earlier have now dropped to two to five years. This called for companies coming out with newer products frequently to satisfy consumer needs and be ahead of competition. Coming up with new products frequently is also a costly phenomenon, therefore the challenge is how to design products which will have an acceptability for a longer period within the consumer base.

Considering these aspects, one on the variables which has emerged as important lately is 'Design' of a product and if we drill down further we find that 'Aesthetics' may offer optimum solutions to that part of Design which will have a longer retention in the mind of the consumer and which may be developed at a lesser costs. 'Aesthetics Image' in the product built that extra loyalty in the owner in liking the product. It certainly can be a one differentiator which will be difficult to catch up for a competitor. As technology development cycle has reduced considerably leading to drastic reduction in time to market new products and when one product is almost similar to other competing products in the market in terms of benefit, functionality and other features delivered through similar technology, 'design aesthetics' serves as an important aspect of product differentiation which in turn helps in getting better price for the product as aesthetics improves the price - value perception of the product in the consumers mind. …

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