Preface

Why Psycho-Aesthetics?

Psycho-Aesthetics is the RKS process of creating emotional connections between consumers and designs. It spans the spectrum from research to strategy to implementation and finally to consumer experience. By revealing the triggers that attract buyers, generate the purchase impulse, and create emotional connection, this process can empower you to build the viral demand that leads to segment leadership. Whether you’re a business leader, or engaged in strategy, innovation, and design in any way, Psycho-Aesthetics can help achieve your goals.

To understand the roots of this design thinking methodology, we simply need look at the psychology of what it means to be human, from the most basic elements we require for survival on through to the need for positive self-image and affirmation. When survival needs have been satisfied, we seek to satisfy our needs to grow and evolve…to adorn ourselves and our surroundings and to augment our being. The ongoing quest to satisfy these needs is the root of consumerism.

The days of simply designing a better (or bigger or prettier) mousetrap have passed. Consumers around the world have evolved into design and experience critics. Today, designs, services, and experiences must do much more than fill basic needs…they must connect emotionally. By understanding the core of human psyche and how it is an essential part of consumerism, we can all create that connection, that “wow” factor that makes people want to spread the joy of their discovery. When we get this connection right, it’s pure magic.

Psycho-Aesthetics is a highly visual way of approaching these challenges. It’s a scalable set of tools that enables mapping of the consumer audience, competitive products, and brands. When these market “windows” are aligned, consumers with unmet needs can be clearly recognized. We can then develop strategy, design, and storytelling to reach them. The result is tangible, memorable experiences and connections that build brand loyalty.

This methodology can allow you to look into the hearts and minds of markets. And after you have, you can clearly understand how and why to attract, engage, trigger adoption, and cause the viral effects on the market that most companies only dream of. What’s more, you can use this process to generate the desired results repeatedly and predictably.

So, whether you’re an Apple or you’re selling apples on the corner, Psycho-Aesthetics can and will show you how to create higher levels of adoption, greater levels of perceived value, and, most important, create consumers that feel so good about your business, the experience, and themselves that they simply have to spread the word.

With these tools, you too can create Predictable Magic.