The psychotype of Aesthetes in the Psychea model

Aesthetes are people of a delicate nature who value comfort and beauty. It is important for them to build their everyday life around themselves, decorate the house, develop through self-knowledge and spend time with like-minded people.

Main characteristics

Key needs: love from the outside, security, unification, care, peace in the world. 
Manner of perception: sensuality, intuition.
How it comprehends: in general categories, without a rigid structure.
How he makes a decision: adapting to the situation in such a way that nothing threatens comfort; avoiding responsibility in making important decisions.

The core values ​​of this audience are the need for love and care. They concentrate on their feelings and experiences, paying special attention to spiritual and emotional growth. They consider harmony with the world and caring for nature important.

They prefer inexpensive purchases, because spending money on something large and expensive is hindered by doubts, worries and often illiterate financial planning. They spend all their free time on hobbies. They are unlikely to relax in a large and noisy company. Aesthetes strive for development, they can get carried away by some topic and begin to immerse themselves in it. They study only by inspiration, sometimes they can go to an interesting lecture or master class, but they will stay quiet, in the crowd. These consumers need a sense of stability, but its source is internal and provided by themselves.

Suitable design for Aesthetes

This group is fans of the so-called kawaii design, translated from Japanese as pleasant and cute. In fact, this design is applicable for different purposes and different audiences, but Aesthetes love it more than others.

Pastel and pleasant colors (especially those close to natural shades of green), handwritten texts, hand-made stylized patterns, and illustrations are well suited for them. Airy images, unobtrusive messages, pleasant music are characteristic features of communication channels for this audience.

It is also worth noting that tactility plays a huge role for Aesthetes when getting to know a product. For example, when creating packaging for a blanket, you should think about the possibility of tactile contact with the product before purchasing. By touching a soft fluffy blanket, Aesthetes imagine how they will wrap themselves in it with a cup of hot tea and feel comfortable and protected.

Placements

Aesthetes can be called buyers who love with their eyes. Places for advertising should be chosen based on the audience's commitment to beauty and aesthetics. They love to visit cozy places with a warm, friendly atmosphere. These could be handmade master classes; exhibitions of products made by children; open-air yoga festivals; cozy “soft” coffee shops.

Features of communication

Aesthetes are wary of straightforward and aggressive sales methods. They are attracted by the delicate, airy design and cozy display cases. They are aware of trends, but rely more on their own taste than on seasonal trends. They know how to care and love to surprise loved ones, this is a great trigger for offering them an appropriate product.
It is for them that it is worth buying cute mugs for your coffee shop, decorating your Instagram feed in every detail, leaving notes with wishes when delivering goods, putting a soft teddy bear in the waiting area, made by a child with disabilities from recycled fabric.

Their goal setting is weaker and, as a result, their decision-making is more sensual and emotional, not always consistent with logic.
Representatives of this audience create a world around themselves from beautiful pictures and begin to live in it as if in their comfort zone, trying not to make decisions that could destroy this comfort zone. As a consequence, their motivation when designing advertising campaigns and designs should be based on the need to protect their comfort zone. 
If you thought it was easy to hook such a client, then do not forget that he will look closely at every detail: any inaccuracy or deviation from the original “green” philosophy of the brand will quickly push him away.

Conclusion

There are a number of basic criteria by which you can build correct communication with Aesthetes:

• Visual: aesthetic, pastel muted colors of natural origin. Aesthetes will certainly pay attention to small bunches of lavender arranged in “grandmother’s” transparent flowerpots, eco-linen napkins, soft coarse-knit blankets, natural wall texture, a sink faucet in the form of a bamboo tube imitating a natural stream, and so on.  
• Images: nice, natural-looking, spiritual people with a slight smile.
• Places of placement: master classes on hand-made; exhibitions of products made by children; open-air yoga festivals; cozy “soft” coffee shops.
• Irritants: everything that can threaten their comfort zone, for example, loud aggressive music, excessive fussiness, clutter (not only in everyday life, but also in advertising design), unnatural materials, bright acidic colors.