When you enter a space, you immediately begin absorbing your surrounding whether you’re aware of it or not. When you own a business, you can begin the connection with your customers or employees right away by paying attention to the details of your space by intentionally crafting your aesthetic.


Aesthetic is defined as the branch of philosophy that deals with the principles of beauty and artistic taste. When we discuss aesthetics, we’re talking specifically about the aspects of the space that make it artistically unique to you. Here are the reason why aesthetics matter and how you can more proactively incorporate more aesthetic into your space.



Even if you are an excellent business, a customer or employee will always hold elements of a first impression with them. You might not even be able to improve a first impression but the reaction can be ‘this is better than what I first thought.’ The first impression is what everyone measures their future experiences with.

How to improve:
Do something right away. If you didn’t invest in design when you first moved in then don’t wait to improve your space. New people are always on the horizon and returning ones will notice your efforts. Don’t be afraid to try to make your space look better. Look for inspiring photos to see how you can curate more of your style or theme into your space. Some ideas that instantly help a space are plants, specialty lighting, artwork and simply decluttering.



There is no doubt when it comes to the fact that our environment plays a key role in our everyday emotions and well-being. As business owner, the subtleties of interior aesthetics can provide huge rewards when it comes to working with a buyer’s decision-making process instead of against it. Another obvious reason to focus on aesthetics is your employee’s productivity. A space that is more appealing to your employee, will promote a more lively work environment and give them a sense of pride in their jobs. Not to mention they will be more likely to refer their friends and families to your business and have a higher probability of retention.

How to improve:
Choose to add or change items that directly relate to the senses. The sensory experience is influenced by things like light, smell, sound and temperature. These aesthetic properties also go hand in hand with the experience you are crafting. For example, increasing daylight for an inviting space or dimming lights for a romantic space. The key is to be intentional and choose items that will directly impact the environment you envision. If you are going for a romantic space, dim your lights, add candles, play calm, low instrumentals and light the fireplace. If you need a fresh energetic office, enhance window treatments to let in the most daylight, bring in large green plants, use soft surfaces to absorb sound and keep the temperature cool.



Beauty matters and we all have positive reactions to beautiful places and things. It also affects our behavior and our memory. When we experience places that show thought and care, we feel cared for and we keep those experiences at the forefront of our minds. People are more likely to make positive connections with your business, if you give them experiences and visuals to connect with. There might be a smell or a plant that reminds them of home or a vacation they had years ago. These kinds of secondary connections will be what keep people coming back. The more focus you have on your aesthetic, the more chances your space has to make positive connections for you.

How to improve:
We remember and connect with things that are different, unique or beautiful. Give people something to remember about your space by spending time to find unique objects when crafting your aesthetic. A good place to start is with local artists. If you need a planter, why not have a one of a kind ceramic pot. Allow local artists to rotate the decor of your space. This can begin to attract customers through beauty and it creates connection with your community. Unique objects will intrigue, delight and tell the story of your space. And a space with a story is more likely to be shared and be a part of your customers and employees narrative.

Lastly, I want to mention that aesthetics are a second layer, the icing on the cake. It’s important to address aspects like cleanliness, functional lighting, temperature comfortability and noise quality first and thereafter focus on aesthetics.

How have you added your own aesthetic to your space? Do you find it challenging?
Let me know what makes the process easy or difficult for you! I’d love to hear your thoughts.


photos of the CLARO coffee bar in Toledo, Ohio