The Psychology of
Why customers splurge on expensive products
Luxury Brands Must Signal Higher Status
Owning a luxury watch can shape how people perceive you, boosting your self-esteem.
Isolate Luxury Brands From Everyday Folks
Mainstream customers weaken the exclusivity of a luxury brand.
Depict Luxury Products in Far and High Places
Luxury products are more desirable when they are located further away from people.
Luxury Brands Should Act Cold and Distant
Brands are less luxurious if they're friendly and approachable.
Describe the Expert Craftsmanship of Luxury Products
Customers buy luxury brands to signal their status, but they also expect high quality products.
Reduce the Color Saturation of Luxury Brands
If you want something to seem luxurious, use grayscale colors.
Luxury Fonts Are Thin, Spacious, and Uppercase
Just like the stereotype of the upper class, luxury fonts are tall, thin, and beautiful.
Depict Luxury Brands in Slow Motion
Slow movements heighten the perceived importance of luxury products.
Luxury Products Can Be Ugly, As Long As They Grab Attention
People buy luxury products to signal their status. They don't need to be beautiful. Just distinctive.
Segment Luxury Products With Small and Large Brand Signals
Certain people want small and large logos.