Uncovering the Potential of Aesthetics and Design to Transform Everyday Life

The appreciation for aesthetics is a cultural universal (Dutton 2002), and the power of aesthetics and design in marketing is well established. Numerous research articles identify the aesthetic features and design elements of products and servicescapes that create consumer value and enhance customer experience. We know that aesthetics serves as a powerful tool that allows marketers to shape choice, engender loyalty, foster brand attachment, generate positive word of mouth, and promote greater willingness to pay premium prices. Interestingly, despite its universal appeal and potency as a marketing tool, one aspect of aesthetics that has yet to be fully appreciated is the power of aesthetics to do good for individuals and communities