Posted on Nov 26, 2012

Marketing with the Law of Attractiveness

Why are more people drawn to buying an Apple iPad versus other tablets? Why are so many people infatuated with their Apple iPhone? What draws people to even consider Apple products when they are generally more expensive than their competitors?

Apple changed the way we look at technology through the power of design. Their products are attractive.

It wasn’t that long ago when product designers focused on key features and functionality.

Remember when computers were big ugly boxes and the focus was on which one had more memory, disk storage space, or if it had an Intel chip in it? Now the focus is on the sleekness and thinness of the casing, and the simplicity and intuitiveness of the interface.

Over the last 10 to 15 years, marketers and product designers have learned the importance of creating attractive products. The value of attractiveness has become a competitive differentiator.

The Value of Attractiveness

As a differentiating value, Attractiveness means drawn towards; pleasing to the eye or mind, especially through beauty or charm.

Take a stroll through World Market and see what you are drawn towards. It might be small, simple items such as replacement knobs for cabinets or doors. Or it might be something big like a table or chair. The makers of these items understand how to design things that are pleasing to the eye or mind.

It’s almost as if these inanimate objects “speak to you.”

Consider the makers of appliances. In recent years, they have truly learned the value of attractiveness. Companies such as LG, Electrolux, and Samsung have put a lot of work into designing beautiful appliances.

Some are designed to stand out and be noticed. Others are meant to blend in and almost disappear into their surrounding.

And not just appliances in the kitchen. Even washers and dryers are designed to be pleasing to the eye.

For example, Asko Appliances makes built-in washer and dryers where you can customize the front door panel to match your cabinetry. Why? To create an attractive, uniform atmosphere in your laundry room.

Yes, attractiveness even matters in your laundry room!

The Law of Attractiveness

You might be familiar with the popular concept called Law of Attraction, which states: “like attracts like.” Napoleon Hill referenced this concept in his famous book Think and Grow Rich.

Extrapolating from this model, the evolution of product design over the past decade would suggest the presence of a new law for marketers – the Law of Attractiveness. This law could be stated as follows: people prefer products that are pleasing to the eye or mind.

Simply put, the Law of Attractiveness is all about “eye candy.”

This explains why for years marketers have used beautiful people – including celebrities – to promote their products. But now, the products themselves have become the eye candy.

Want proof?

Look at the incredible rise of Pinterest, the virtual pinboard that let’s you show off and share beautiful things. Consumers who crave eye candy can now indulge themselves on Pinterest.

For marketers who want to promote their eye-pleasing products that means Pinterest and other pinboards have the potential to become the heart of their marketing efforts. Marketers can simply let the Law of Attractiveness do the work.