The Psychology of
Luxury Branding

Why customers splurge on expensive products

Theory

Owning a luxury watch can shape how people perceive you, boosting your self-esteem.

Mainstream customers weaken the exclusivity of a luxury brand.

Luxury products are more desirable when they are located further away from people.

Brands are less luxurious if they're friendly and approachable.

Products seem inferior when other people have touched them.

Customers buy luxury brands to signal their status, but they also expect high quality products.

Show empty space on product shelves and branding assets.

If you want something to seem luxurious, use grayscale colors.

Just like the stereotype of the upper class, luxury fonts are tall, thin, and beautiful.

Longer names are less common, so they feel more exclusive.

Slow movements heighten the perceived importance of luxury products.

People buy luxury products to signal their status. They don't need to be beautiful. Just distinctive.

Certain people want small and large logos.