Why looks matter

We all experience life through our five senses. One out of three people has a natural preference for visual stimulus. Another one out of three tends to prefer auditive input. And the remaining person is said to be a 'touch-taste-smell-type of person'. This says much about the extent to which we are sending out optimally effective messages to a wide audience with our traditional audiovisual advertising - statistically a potential third of the people we communicate with isn't reached deeply. Nevertheless, last weekend I read (from a trusted source) that some 70% of all stimulus that we process comes to us via our eyes. And it is true: often does what we (think we) see influence what we (think we) hear, smell or touch. Intuitively I feel that design is getting ever more important to commercial communication. In a world where products, services and brands are increasingly similar, the looks of things can become a decisive factor. In attracting people. In affecting people. In creating a bond. Why pay attention of buy something dull or ugly when you can have something beautiful instead? Though, don't misunderstand me: I still believe too, that brands should strive to engage all five senses. And to make sure together they make up a coherent experience. Getting the looks of your brand right is a first serious step. That's your entry ticket. Designing just the perfect sound, touch, taste and scent for your brand is stuff for brand olympics. However, for some reason there's still a lot of ugly stuff produced. Products, corporate designs, interiors, advertising. Whilst making them beautiful probably is not more expensive. Perhaps things end up being ugly because they need to appeal to everyone. And if you try to do that, you often end up painstakingly avoiding being offensive to everyone. It ends up grey and void.