Aesthetic Intelligence

1. Aesthetics matter more than ever in business

Though no two companies face identical problems, inhibitors to growth and viability tend to come in recognizable patterns. And many of them are best tackled through what I call "aesthetic solutions."

Aesthetic value is critical. In today's world, where people crave richer experiences and have unprecedented market power, the aesthetic value of a company's product or service is crucial to its long-term success. Aesthetics goes beyond visual appeal, encompassing all sensory experiences and emotional connections associated with a brand.

Competitive advantage through aesthetics. Companies that engage consumers on an aesthetic level win by:

• Creating memorable experiences
• Fostering emotional connections
• Differentiating themselves in crowded markets
• Commanding premium prices
• Building customer loyalty

Successful businesses, from luxury brands to tech companies, leverage aesthetics to create desire, drive sales, and establish lasting brand value.

2. Aesthetic intelligence can be developed and applied

Everyone is born with more aesthetic capacity than he or she uses. Of course, some people are naturally advantaged, or gifted, such as the musician Bob Dylan with his extraordinary ear for sound and rhythm or the chef Wolfgang Puck with his legendary ability to balance flavors, textures, and tastes.

Cultivating aesthetic intelligence. Aesthetic intelligence, or "the other AI," is not an innate talent but a skill that can be developed. It involves:

• Attunement to sensory input
• Interpretation of emotional responses
• Articulation of aesthetic ideals
• Curation of experiences

Practical applications. Businesspeople can enhance their aesthetic intelligence by:

• Paying attention to their personal preferences and style
• Analyzing successful aesthetic strategies in various industries
• Practicing sensory awareness exercises
• Seeking diverse cultural and artistic experiences

Developing aesthetic intelligence allows leaders to make better decisions about product design, branding, and customer experience, ultimately driving business success.

3. Sensory engagement is crucial for brand success

When businesses engage a consumer on an aesthetic level, they win. In 1995, when I earned my MBA from the Wharton School, I didn't appreciate this. Few did.

Multi-sensory approach. Successful brands engage multiple senses to create a holistic and memorable experience. This involves:

• Visual elements (color, design, packaging)
• Auditory cues (music, sound effects)
• Tactile experiences (textures, materials)
• Olfactory elements (scents, fragrances)
• Gustatory components (taste, flavor profiles)

Creating emotional connections. Sensory engagement helps brands:

• Evoke specific emotions and memories
• Differentiate products in crowded markets
• Increase perceived value
• Enhance customer loyalty and satisfaction

Examples of effective sensory branding include:

• The distinctive smell of a new car
• The crunch of a potato chip
• The sleek feel of an Apple product
• The red sole of a Christian Louboutin shoe

4. Strong brand codes create lasting emotional connections

Great businesses are built on thousands of components, but great brands are built on just a handful of powerful codes.

Defining brand codes. Brand codes are distinct identifiers that encapsulate a brand's philosophy and aesthetic point of view. They can include:

• Visual elements (logos, colors, packaging)
• Auditory cues (jingles, signature sounds)
• Tactile experiences (product textures, materials)
• Olfactory elements (signature scents)
• Linguistic components (slogans, tone of voice)

Characteristics of strong codes:

• Time-tested
• Precise and specific
• Ownable
• Relevant

Impact of strong codes. Effective brand codes:

• Create instant recognition
• Evoke emotional responses
• Build brand loyalty
• Differentiate products from competitors

Examples of powerful brand codes include Tiffany's robin's egg blue, Coca-Cola's contour bottle shape, and McDonald's golden arches.

5. Curation is key to effective aesthetic strategies

Curation is one of those words people often use without knowing exactly what it means. I think of that word as it relates to the word cure, or restore.

The art of curation. In business aesthetics, curation involves:

• Selecting and organizing elements to create a cohesive experience
• Eliminating distractions and irrelevant components
• Balancing variety with consistency
• Creating a clear narrative or point of view

Benefits of effective curation:

• Reduces choice overload for customers
• Enhances brand identity and positioning
• Creates a more focused and memorable experience
• Increases perceived value of products or services

Curation strategies:

• Limit product offerings to avoid overwhelming customers
• Create themed collections or experiences
• Use storytelling to connect disparate elements
• Regularly review and refine the curated selection

Examples of successful curation include Apple's limited product line, Trader Joe's carefully selected inventory, and museum exhibit design.

6. Articulation brings aesthetic vision to life

Articulation is the ability to convey clearly and crisply what you have curated and why.

Importance of articulation. Clear communication of aesthetic vision is crucial for:

• Aligning team members and stakeholders
• Guiding design and marketing decisions
• Creating consistent brand experiences
• Conveying value to customers

Elements of effective articulation:

• Precise language and vivid descriptions
• Visual representations (mood boards, sketches)
• Consistent tone and voice across all touchpoints
• Storytelling that connects aesthetics to brand values

Strategies for improving articulation:

• Develop a clear brand narrative
• Create detailed style guides and brand books
• Use metaphors and analogies to explain abstract concepts
• Regularly communicate aesthetic goals and principles to all team members

Examples of successful articulation include Airbnb's "Belong Anywhere" campaign and Patagonia's environmental storytelling.

7. The future of aesthetics lies in human-centered experiences

We are entering a world not of "haves versus have-nots" but of "wants versus don't-wants."

Shifting priorities. As automation and digital technology advance, there's a growing desire for:

• Authentic human connections
• Personalized experiences
• Tactile and sensory engagement
• Products and services that reflect individual values

Emerging trends in aesthetics:

• Environmental consciousness and sustainability
• Blurring of traditional categories (gender, age, culture)
• Emphasis on storytelling and brand purpose
• Integration of technology with sensory experiences

Opportunities for businesses:

• Create products and experiences that foster human connection
• Develop aesthetics that reflect diverse identities and values
• Incorporate sustainable and ethical practices into design
• Use technology to enhance, not replace, human-centered experiences

Examples of future-focused aesthetics include:

• Experiential retail spaces
• Personalized, small-batch products
• Immersive brand experiences using AR/VR technology
• Products designed for emotional well-being and mindfulness

Last updated: March 23, 2025