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Between two products equal in price, function and quality, the better looking will outsell the other.
Raymond Loewy
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Interpretation

What this quote means

Aesthetic appeal significantly influences consumer choice when products are comparable in other aspects.

Raymond Loewy's quote highlights the importance of visual appeal in marketing and consumer behavior. When two products are identical in terms of price, functionality, and quality, it is often the one that is more visually attractive that tends to sell better. This emphasizes the notion that appearances can have a profound effect on consumer perception and decision-making, suggesting that businesses should pay attention to design and aesthetics to capture the attention of their target audience.

Themes

AestheticsDesignMarketingConsumer BehaviorVisual Appeal

In practice

Example use cases

Using this quote during a marketing presentation to emphasize the significance of product design.

More from Raymond Loewy

The world is filled with archaic objects - mailboxes which look like alarm boxes, banks which look like places to break out of rather than places to enter.
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Between two products equal in price, function and quality, the one with the most attractive exterior will win.
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Good design keeps the user happy, the manufacturer in the black and the aesthete unoffended.
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The Coke bottle is a masterpiece of scientific, functional planning. In simpler terms, I would describe the bottle as well thought out, logical, sparing of material and pleasant to look at.
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