Because Pretty Sells: Aesthetic Appeal and Buyer Behavior

Once upon a time... I found myself cringing just slightly every time a client would say, “Can you make this look pretty?”

To me, design is about user experience. It is problem-solving through visuals, not just a quest for beauty. It isn't superficial, trivial. I've witnessed firsthand the powerful effects that 'pretty' has on our businesses.

I know that 'pretty' design work has power. It elevates an entrepreneur's presence, giving them the confidence they need to show up and sell. It emphasizes their professionalism, the uniqueness of their offers. Makes them memorable.

Over time my perspective has shifted when clients seek my help to 'make it pretty'. I realized that what clients referred to as 'pretty' is actually about seeking blend of aesthetics and strategy. They need a visual language speaking directly to the hearts ♡ and minds of their audience.

Because 'pretty' sells.

 Delightful design attracts and inspires. Consumer aspiration turns to desire, then to love, then loyalty.

Pretty is linked to profitability. It inspires us to charge and to pay higher ticket prices.

Beautiful design is a gateway to deeper engagement. It helps people to learn. And to remember. It makes complex ideas accessible.

In this busy noisy online world where every detail counts, I know the business return on aesthetics (the ROP, or 'return on pretty') is not just huge—it's invaluable.

So today, I am over here making offers, programs, and messages 'pretty' with pride ♡

Let me know if you need my help with that.

In the meantime here are 3 things you can try to capitalize on the ROP:

1. Because beautiful design makes complex information more accessible and easier to understand and retain, use Canva to create on-brand infographic summaries and diagrams of key course concepts. Aesthetically pleasing content keeps learners interested and engaged, reducing dropout rates.

2. Because in a crowded market, a distinct visual style can set your course apart from competitors, use Canva to create a premium branding kit for your course, including logos, color palettes, and font pairings. Consistent aesthetics across your course material reinforce your brand identity, making your course instantly recognizable.

3. Because a beautifully designed interface can transform the mobile browsing experience into an engaging journey of visual discovery, use Canva to create pretty, mobile-optimized content that not only draws your audience in but keeps them enchanted with your brand’s story, ensuring your message isn't just seen, but felt and remembered.