In today’s competitive market, it’s not enough for products to be functional—they must also be visually captivating. For this reason, brands across industries are embracing art-inspired packaging and design as a core business strategy. Why? Because aesthetics sell. From sleek cosmetics to stylish tech gadgets, design is no longer just decoration—it’s a powerful tool for driving consumer engagement and loyalty.
In this blog, we will dive into the reasons why brands are adopting aesthetics as a new business strategy.
Understanding Aesthetics in Marketing
Mostly, we use the term “aesthetics” to describe the visual appearance of things. In business, the term involves product design, brand image, or corporate identity.
This means that aesthetic businesses don’t just sell products and services that meet customer needs; they also provide a unique experience that exceeds customer expectations. As a result, their customers pay a premium—not for the utility of their purchases, but for the sensorial delight they enjoy.
In other words, aesthetics as a new business strategy refers to the visual appeal of a product, brand, or experience. This includes packaging, color schemes, typography, and overall design language. In fact, some studies have shown that customers often judge products within seconds based on their appearance. Thus, when done correctly, aesthetic design creates emotional connections, enhances perceived value, and influences purchasing decisions.
The Importance of Aesthetics for Gen Z
In today’s highly competitive market, Gen Z is the primary customer for every business. Gen Z, born between 1997 and 2012, is visually driven and often makes purchasing decisions based on the visual appeal of a brand.
According to a survey,
38% of Gen Z consumers will stop engaging with a website if they find the content or layout unattractive. Alternatively, 75% of them judge a brand’s credibility based on its web design.
Simply put, this digital-native generation values authenticity, creativity, and visual storytelling. They’re drawn to brands that reflect their identity and lifestyle. Thus, aesthetic packaging and product visuals play a huge role in capturing their attention on platforms such as Instagram, TikTok, and Pinterest. For Gen Z, design isn’t just about looks—it’s about meaning, mood, and message.
Which Industries Use Aesthetics as Their Business Strategy
To compete and eventually win the competition, brands from various industries have been relying on aesthetics as a key marketing and new business strategy.
Food & Beverage
From minimalist coffee cans to watercolor-inspired wine labels, the food and beverage industry is investing heavily in design.
For example, we can mention some renowned brands, such as Oatly and LaCroix, that use bold colors and playful typography to stand out on shelves and social media. Aesthetic packaging makes their products feel premium, even when they’re everyday items.
Health & Wellness
When we talk about health & wellness, businesses in this industry pay great attention to the meaning of aesthetics. Earthy tones, hand-drawn illustrations, and glass containers evoke a sense of calm and trust. This design strategy aligns with the wellness movement, which highlights mindfulness and natural living.
For example, wellness-oriented products, such as herbal tinctures and botanical extracts, are adopting elegant, art-driven packaging to signal sophistication and purity. Moreover, eye-catching colors, unique graphics such as hemp designs, and sophisticated typography are used by many brands to design
custom CBD boxes to reflect their brand identity.
Cosmetics
No doubt, the beauty industry thrives on noble aesthetics, in which beauty is elevated, admirable, and often associated with dignity, integrity, and refined appearance or character.
Many brands, such as Glossier, Fenty Beauty, and Rare Beauty, use clean, modern packaging to reflect their commitment to inclusivity and innovation. Think about soft pastels, sleek containers, and Instagram-worthy visuals that turn their cosmetic products into lifestyle statements.
Electronics/Technology
Many tech brands are moving beyond functionality to incorporate aesthetic design as a key selling point. Apple, for example, has long used minimalist aesthetics to convey elegance and simplicity. Speaking of today, some new brands, such as Nothing and Sonos, are following this step with transparent casings and sculptural forms that turn gadgets into art pieces.
Luxury Goods
Luxury brands have consistently been at the forefront in understanding the power of design. From Chanel’s iconic perfume bottles to Louis Vuitton’s monogrammed packaging, aesthetics play a significant role in shaping a brand’s image.
Today, luxury is being redefined through collaborations with modern art, limited-edition designs, and retail experiences.
Summing Up
In summary, brands across industries are embracing art-inspired packaging and design as a new, core business strategy. Aesthetics as a new business strategy refers to the visual appeal of a product, brand, or experience. This includes packaging, color schemes, typography, and overall design language.
Moreover, aesthetic packaging and product visuals play a huge role in capturing their attention on platforms such as Instagram, TikTok, and Pinterest. For Gen Z (who is the primary customer for every business today), design isn’t just about looks—it’s about meaning, mood, and message.
Therefore, to compete and eventually win the competition, brands from various industries have been relying on aesthetics as a key marketing and new business strategy.
