#17 - We want to keep things that are beautiful

Design has intrinsic value. So rather than returning the item, we actively seek ways to make the item fit, often by making complementary purchases. This has financial implications that may have been entirely unforeseen when the consumer made the initial purchase.
— Journal of Marketing Research, Vanessa Patrick and Henrik Hagtvedt

When in full shopping mode, a seemingly innocent luxury item purchase can lead to an impulse spending spree.

Emotions play a role in whether or not the buyer will return the item.

People get attached to pretty things faster, and experience less regret and frustration if pretty things don’t fit. Instead of returning the purchase, more luxury items get in the shopping cart.


Play the art of seduction. Design beautiful complementing packaging for your premium product line to seduce shoppers to purchase multiple products.