what pitfalls to avoid as a product designer

Aesthetics is quite complex. We create associations based on multiple experiences in our life. And the users are doing exactly that too. They are building these associations not just from one category, but from everything else in their life. So what becomes interesting is that if someone asked me what evokes safety, I am going to think of many things. Healthcare, banking, travel, fashion. So much of what we see in alcohol and spirits today resonates with luxury aesthetics from those other worlds. The reason to really step away from aesthetics on day one is to avoid three things: tunnel vision, easy answers, and working without objectively arrived goals for visual design. Sometimes designers form the entire argument in their heads and then throw the end product on the table. It is really important to take the client along.