Natalie Alexander, Co-founder of London agency ButterflyCannon, cites this as one of the studio’s main creative philosophies. While it might seem like a vain quality to put value on, it goes well beyond a brand’s appearance. In fact, done well, beauty in design is a means of communication.
“Beauty is how you bypass consumers’ rationality and appeal to their more powerful emotive nature, and that’s how you get consumer loyalty beyond reason. Agencies often talk about ‘ideas’ and how their design satisfies a particular functional need but rarely do they talk about ‘beauty,’ and in fact some almost seem a little embarrassed to do so. We are not creating arbitrary beauty, we are creating beauty that befits the brand we are working on and that will therefore attract the type of consumer we are after. As the saying goes ‘beauty is in the eye of the beholder,’ and our beholder is our consumer.”
