Fashion and beauty firms may soon turn to neuroaesthetic research methods to enhance their product design strategies. Olivier Tjon, co-founder of neuromarketing consultancy Beyond Reason, suggests that aesthetic appreciation plays a crucial role in the success of these companies, making neuroaesthetics an appealing avenue to explore. Beyond Reason has already collaborated with neuroscientists to develop implicit research methods revealing the subconscious brain signals linked to purchasing decisions and product preferences. By delving into perceptions of a daily shoe for a sporting goods firm and investigating the pleasing popping noise of a lipstick tube for a beauty company, Tjon and his team have demonstrated the effectiveness of neuroaesthetics in informing design choices. However, Tjon acknowledges that neuroaesthetics is still in its experimental stage. He believes it has the potential to become a widely embraced tool alongside creative talent and gut feeling in the future.
Neuroaesthetic Research: The Future of Fashion and Beauty Innovation
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