A luxurious brand must have a luxurious look, but also a greater quality. People will always associate a rich brand to high prices and high quality, and a really rich, clever design can often turn them to think of luxury.
The aesthetics of luxury have evolved lot over time. What was considered that in the 13th century may be completely different with what was considered luxury in the 18th century.
Though often verging on the meaningless in modern marketing, "luxury" remains a legitimate and current technical term in art history for objects that are especially highly decorated to very high standards and use expensive materials.
Back in the medieval age, rich people created luxury. Kings had swords, armours, sculptures, paintings, books, etc. designed and decorated in riches and gems by the greatest artists in the world. They decorated their castles with these, for their prestigious friends and visitors to see.
In the Imperial Rome, the colour purple was the biggest symbol of power. Only worn by the imperator(emperor), the robe of Tyrian purple was made from the secretion of a particular snail. It is said that it took 10,000 snails to produce just 28 millilitres of dye. In later Rome and the Byzantine Empire, the empresses were brought to a purple room to give birth, so every child of the Emperor was known as “born in the purple”, a title that gave them great respect all of their lives.
In our times, luxury is seen in a slightly different way. People start to view it from different perspectives, but a few elements still stand tall: high quality and rich structure(materials). A lot of designs elements have been taken off, to make “room” for more white space, in the biggest movement going on in our millennium - minimalism. Even googling “luxury” would give you only minimalist results. Minimalism is now the leading design choice in every field - interior, exterior, branding/packaging, fashion, art and even UI. The aesthetic elements of minimalism are simple: lots of white space, geometric shapes, pale colours with touches of contrast.
In today’s luxury and elegance, the colours are mostly pale, and the popular palettes change quite often.
The colour psychology finds purple and black to be the most elegant and luxurious of the wheel. White and gold are also solid classic choices. Thinking about it, all of these are followers of the older luxury choices. Gold is the oldest luxury known to human, while white comes from marble and purple from the roman empire. Black may be the newest and fastest-growing colour of choice, for its simplicity and dominant look.
In the most recent years, designers have created trends that became incredibly popular. According to the John Lewis yearly retail report, people have been looking for pink items 200% more than they did in 2016, with gold coming to a close second place. Industrial elements have been showing up more and more in the design world, with marble and copper rising unexpectedly fast among customers’ preferences.
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