Inc.: “Looks matter more than ever. We’ve all heard critics and consumers wax poetic about iMacs, iPods, and even Target toilet brushes. Interior design has become a national pastime, and shows such as Trading Spaces , Extreme Makeover: Home Edition , and Queer Eye for the Straight Guy enjoy a popularity that Bob Vila could only imagine. In her recent book, The Substance of Style , author Virginia Postrel (a former Inc. staff writer) argues that we increasingly make purchasing decisions based on how products make us feel. “In a crowded marketplace,” she writes, “aesthetics is often the only way to make a product stand out.” In other words, for more and more companies–even manufacturing companies with relatively prosaic products like Kortec’s–design is becoming extremely important. It can sometimes be the difference between success and failure.”
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