Marketers tend to have an inbuilt bias against aesthetics, which is driven by outdated US-centric marketing traditions rather than backed by science, says a BBH executive. 

Jacob Wright, head of strategy for BBH Asia Pacific, outlined his thinking at a recent conference.

  • Studies show 60-70% of people have a bias towards visual thinking and think mostly or completely in images
  • People spend up to 12 hours a day looking at images: “we need to think about visual attention and not message retention”.
  • Aesthetics can be a powerful and self-served way of strategising marketing, as it offers visual clarity that goes beyond shoppable identities to become shoppable marketing.

“Aesthetics may just be the defining obsession of our time, because we live in a world that is more visual than ever,” says Wright.

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Sourced from WARC