Aesthetics are often dismissed as superficial. Something nice to have, but not essential. The reality is much deeper than that. How something looks, feels, and is presented directly impacts how safe, confident, and engaged we feel. That applies to our homes, our businesses, our clothing, and even how others perceive us before we ever speak.
In a recent episode of Fearless & Unfiltered, I sat down with Dr. Christie Reed Parton, a social psychologist and founder of Revel, to unpack how aesthetics quietly influence behavior, buying decisions, and identity. What stood out most is how much of this happens beneath conscious awareness.
Design is not decoration. It is communication.
Aesthetics Are Forming Impressions Faster Than You Think
Research shows that we form impressions of people in under seven seconds. Most of the time, it happens in a fraction of that. Before a word is spoken, our brains are already picking up cues.
Posture. Grooming. Clothing. Color. Lighting. Environment.
This is not about judgment or vanity. It is biology. Our brains are wired to scan for safety, familiarity, and meaning. Long before logic kicks in, our nervous system is deciding whether something feels trustworthy or unsettling.
The same process applies to spaces. When someone walks into a home, a store, or even lands on a website, they are subconsciously asking the same questions. Does this feel safe? Does this feel intentional? Do I understand how I am supposed to be here?
Aesthetics answer those questions for us.
Why Simplicity and Intentional Design Build Trust
One of the most tangible examples Christie shared came from her experience with short term rental properties. Small, thoughtful design updates consistently led to significant increases in booking rates and revenue. Not because the spaces were extravagant. Because they were clear.
Low clutter. Cohesive color choices. Lighter bedding. Matching items that suggested care and intention.
When a space feels overly complex or cluttered, the brain fills in the gaps. People start wondering how clean it really is or how well it is maintained. When a space feels thoughtful and calm, trust rises.
This same principle applies to storefronts and online businesses. A boutique with breathing room between products communicates a higher price point. A website without visual noise feels more premium. Fewer elements allow people to actually see what is being offered.
More is not more. Clarity is.
Aesthetic Alignment Matters More Than Trends
A major mistake people make is designing for trends instead of context. A bright, airy interior makes sense in a coastal home. It would feel disorienting in a mountain cabin. Our brains carry expectations about how certain spaces should look and feel, even if we have never been there before.
When design aligns with those expectations, it feels right. When it does not, it creates friction.
This is why copy and paste aesthetics often fall flat. A space can look beautiful and still feel forgettable if it lacks authenticity or connection to its environment.
People notice what feels specific. They scroll past what feels generic.
How Aesthetics Shape Buying Behavior
Design signals value long before pricing is introduced. Luxury brands rarely explain themselves. They rely on mood, space, and symbolism. Functional brands lead with clarity and use. Neither approach is wrong. What matters is consistency.
If you want your offer to be perceived as premium, the environment supporting it needs to reflect that. Constant discounts, visual clutter, and loud messaging undermine that goal.
Design tells people how to interact with your product. It sets expectations for price, experience, and outcome. This applies whether you sell physical products, services, or ideas.
The Psychology of What You Wear and How It Changes You
One of the most powerful concepts Christie shared is called enclothed cognition. It refers to how clothing influences not only how others perceive us, but how we perceive ourselves.
Studies show that when people wear clothing associated with certain roles, they begin to embody the traits connected to that role. Focus. Authority. Creativity. Confidence.
This is not about dressing for approval. It is about dressing in a way that supports the version of yourself you need to access.
People often confuse taste with style. Taste is what you admire on others. Style is what actually works for you. When you buy based on taste alone, clothing sits untouched. When you dress for your roles and your identity, getting dressed becomes easier and more aligned.
What you wear speaks before you do. More importantly, it speaks to you.
Why Aesthetics Are Not Superficial
Even people who claim aesthetics do not matter respond to them. Research shows higher willingness to pay and stronger engagement when authenticity and intentional design are present, regardless of conscious preference.
Aesthetics affect mood, safety, confidence, and energy. They influence how we move through spaces and how we show up in our work.
Feeling good in your environment and in your clothing is not indulgent. It is foundational.
This is the work Christie is doing through Revel. Helping people understand that aesthetics are not about perfection or performance. They are about alignment.
When your space, your style, and your presence reflect who you actually are, everything feels lighter. Decisions become easier. Confidence becomes quieter but stronger.
And people feel it before you ever explain it.
