The power of good design

“Ugly doesn’t sell.“ - this citation of the famous American designer Raymond Loewy is in today’s marketing more true than ever: More and more products have almost exact quality and features – design remains as one of the last big unique selling points. Additionally, it helps to evoke emotions and is therefore a key element in marketing and especially branding.


The power of an individual “look and feel” has long been known in certain product groups, for example cars. In other areas, especially for products that “just have to work”, it has been systematically neglected. But times are changing: Apple demonstrated that customers want to have a personal relationship with the items they use and are surrounded by every day – and a beautiful, unique and practical design is crucial for this relationship.


One of the last bastions of “ugliness” are still machines – business to business, made to function. But also here, changes are coming: A good design has a positive effect on the employee’s motivation, especially when it comes with ergonomical improvements. It can also be very important for example in hospitals or at the dentist to decrease the fear of the patients.

The following examples show that machines can indeed be beautiful!

Damaris Stocklassa