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Conventional thinking has brands constantly scrambling to give customers what they want. But what if wanting is no longer enough?


In Desire by Design: What Data-Driven Marketers Should Know About Driving Desire for their Brands, Jean-Pierre Lacroix RGD unravels the irrational element of desire and explains how brands, designers, and marketers can tap into the emotional high that elicits such passion for certain brands. Jean-Pierre shapes high-level ideas and insights from neuroscience, cult fanaticism, and behavioural psychology into practical worksheets that explain the “how-to” in creating desire for a brand.


Using design philosophies he has developed through his 35 years of experience, Jean-Pierre offers interesting history, insights from scientific research, and actionable advice to lead brands from a “want” category to the much-coveted desire space in the marketplace.


In Chapter 7: “Aesthetics and Design Appeal”, Jean-Pierre uses academic research and personal experience to explain how aesthetically appealing products and experiences influence consumer decisions.


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