Virginia Postrel ha written one of the pionnering works on the changing consumer behavior in this technology age.

Aesthetics is something that human beings value. It is a good. It is not the highest good. It is not the only good. It is an autonomous good. The fact that someone is good looking does not mean that they're a good person. The fact that someone is bad looking does not mean they are a bad person. Just because a product is good looking doesn't say anything about whether or not it has other good qualities. We just have to get used to talking and thinking about aesthetic value for what it is and nothing more. Otherwise we're going to drive ourselves completely nuts.

Insights from the book:

1. Manufacturers and other businesses cannot escape style issues: Curmudgeons may grouse about the price of its coffee, but Starbucks isn't just selling beverages. It's delivering a multisensory aesthetic experience, for which customers are willing to pay several times what coffee costs at a purely functional Formica-and-linoleum coffee shop." In a crowded and incredibly competitive marketplace, style is one of the few ways to differentiate yourself.

Moreover, Aesthetics has become too important to be left to the aesthetics. People in a variety of professions need to understand the importance of aesthetics to their customers and to do something about it.

2. The role of aesthetics has changed considerably over the past century: As our world became more urban, niche marketshave become concentrated enough that businesses can cater to them. Markets fragmented and elements of niche styles are adopted and transformed by the mainstream.

3. Pretty surfaces have huge power: So much so that surfaces have genuine value now.

4. Aesthetics can convey messages: Before we say anything with words, we declare ourselves through look and feel: Here I am. I'm like this. I'm not like that. I associate with these others. I don't associate with those.

5. Our aesthetic choices impact people around us: When ‘design is everywhere, and everywhere is now designed’ whoever determines look and feel controls a great deal of economic and personal value. Customers begin to “demand better design, and that demand inevitably generates conflict.

6. "Pretty or smart" is a false dichotomy: Making things beautiful or interesting is as important as making them work. As Donald Norman said, attractive things actually work better.

Moreover, form has its own power and worth, but it does not inevitably trump content.

[From the Great Books Series. Also see The Success Manual  - Encyclopedia of Advice, which contains summaries of 100+ Most useful books.]