Understanding Western Aesthetics and its impact on Advertising and Marketing
As a creative individual working in advertising and marketing, it’s essential to understand the significance of ‘Western Aesthetics’ and how it impacts the industry. From the visual aesthetics to the cultural elements, the Western world has a massive influence on how products and services are marketed across the globe.
In this blog, we will explore the core concepts of Western Aesthetics, its representation in advertising and marketing and how it impacts the industry.
What is Western Aesthetics?
Western Aesthetics refers to the art and design styles that originate from Europe and North America, which have now gained global recognition. These aesthetics are rooted in the cultural, social, and economic values of the Western world and have a significant influence on the way people perceive beauty, art, and design.
These aesthetics are often characterized by their simplistic, clean and minimalistic designs that rely on rules of symmetry and balance. They are sophisticated, elegant and convey a sense of high-class sophistication and exclusivity.
Image Description
An image of a sleek, white MacBook Pro, shot with natural light, on a plain background that portrays simplicity, elegance, and sophistication.
Western Aesthetics in Advertising and Marketing
Western Aesthetics have become synonymous with modern-day advertising and marketing. Brands that rely on Western aesthetics often aim to create a sense of exclusivity, sophistication, and premium-ness in their customers’ minds.
Typography and Color Choices
Western Aesthetic brands are often characterized by their use of clean and precise typography, with sans-serif fonts being the most common choice. The font is often paired with a minimal colors scheme, being dominated by shades of black, white, and grey.
The color palette often highlighted with a pop of one or two colors that can be easily associated with the brand. These color schemes are often derived from the company’s brand logo, which is used extensively throughout their branding and advertising campaigns.
Image Description
An image of a Rolex watch advertisement showcasing a combination of black, white and gold colors. The watch’s face is displayed in the center, with a minimal tagline in the top right-hand corner. This advertisement is an ideal example of Western Aesthetic in advertising, as it portrays luxury, elegance, and exclusivity.
Cultural Significance of Western Aesthetics
Western Aesthetics have now become synonymous with the representation of modernity, sophistication, and luxury. Due to the global reach of Western culture, these aesthetics have a massive impact on how people perceive beauty, art, and design.
However, it’s essential to recognize that these aesthetics come from a specific cultural context. Therefore, certain people can find it difficult to relate to these aesthetics, and thus, it may not work for targeting audiences from cultures with radically different aesthetics.
Image Description
An image of an advertisement by Pepsi-Co in India showcasing a fusion of traditional aesthetics with modern western aesthetics. The image depicts an Indian street market with traditional Indian dresses. At the center of the image is a cool Pepsi can, which portrays how Western Aesthetics are localised in different countries.
Final Thoughts
Western Aesthetics plays a critical role in advertising and marketing, creating a sense of exclusivity and sophistication while portraying modernity. However, it’s essential to recognize that these aesthetics come from a specific cultural context, and therefore, they may not work for everyone’s taste. Creatives must be aware of these aesthetics and use them mindfully to target the audience most effectively.
Understanding Western Aesthetics and its impact on Advertising and Marketing 💡💄🕶️ An image of a sleek, white MacBook Pro, shot with natural light, on a plain background that portrays simplicity, elegance, and sophistication. A Rolex watch advertisement showcasing a combination of black, white and gold colors. The watch’s face is displayed in the center with a minimal tagline in the top right-hand corner. An advertisement by Pepsi-Co in India showcasing a fusion of traditional aesthetics with modern western aesthetics. The image depicts an Indian street market with traditional Indian dresses; at the center of the image, there is a cool Pepsi can. An image of a pop-art inspired collage that showcases different elements of Western Aesthetics that are apparent in daily life.