Manual of Aesthetics in Marketing

Beauty is a basic pleasure, it is a state of happiness. We imbue ourselves with the dreams it provokes and we become saturated with emotions. In a way, it is an escape from reality, which we reinterpret and transform. Beauty constitutes a universal component of the human experience that produces pleasure, attracts attention and generates behaviors that help ensure genetic survival. One of the ways life is perpetuated is through beauty, and a passion for it is deeply embedded in our biology. Harmony and balance are dimensions to recognize what we like and what we consider "wonderful", "beautiful", "superb". But, if we judge based on our experience, we will tend to consider beautiful what not only fascinates us, but also what we would like to possess. Beauty mobilizes. We are programmed to feel an immediate, meaningful and memorable attraction deep in our guts. When beauty is intentionally conceived, it can create or modify identities, perceptions, and associations, just because the possessor acquires a new self-image through ownership or enjoyment.