Use Pretty Privileges to Improve Support

Looks matter more than we’d like to admit. Pretty privilege (the idea that being attractive gives you an edge) exists, and I’ve seen firsthand how it can be a powerful tool for growing a small business.

Whether it’s through polished branding, visually appealing products, or the charisma of a good-looking spokesperson, beauty sells. But how do you use this without coming off as superficial? Here’s my take on pretty privilege, its impact on business, and how to use it without losing sight of what really matters.

Pretty privilege is all about the social advantages that come with being considered attractive. And it extends beyond individual looks—how visually appealing your products, website, or storefront looks can sway opinions and drive sales. I remember reading that attractive people earn up to 17% more than their less attractive peers, and good-looking products are often seen as higher quality.

It’s hard to ignore that kind of influence.

I’ve always believed that your brand’s appearance is the first thing customers notice, and first impressions are everything. A cool, attractive logo, well-designed packaging, and a passionate palette can make your small business seem more professional and trustworthy. Most people will stop engaging with a website if it’s unattractive. That’s a huge chunk of potential customers lost just because of poor design. It made me realize just how essential aesthetics are. I've since updated my own.

Take Apple, for example.

They’ve mastered the art of beautiful design, and it’s not just about functionality. Their products’ sleekness and simplicity have created a cult following. For me, that was one of the biggest lessons I've learned in the true

power of design. Small businesses can take a page out of Apple’s book by investing in products that are not only functional but also visually pleasing. People are willing to pay more for products that look good because, let’s face it, we often associate attractiveness with quality.

Social media has become a honeypot for pretty privilege.

Platforms like Instagram and TikTok flourish on visuals, making them the perfect place for showcasing beautiful products or lifestyles. I’ve seen how influencer marketing plays into this. Influencers with attractive feeds can boost a brand’s visibility and credibility like nothing else. It’s no surprise that 70% of teens trust influencers more than traditional celebrities.

Now, here’s where it gets tricky.

Using pretty privilege can easily slip into unethical territory if it leads to exclusion or promotes unrealistic beauty standards. This is something I’m very mindful of in my business. I’ve found that balancing aesthetics with authenticity is key. Customers today are SMART. They can tell when a brand is all style and no substance. I REPEAT. THEY CAN TELL! Being transparent and inclusive in your branding can help you use pretty privilege without alienating anyone.

But pretty privilege isn’t a miracle bullet.

I’ve seen it backfire when businesses focus too much on looks and neglect quality or functionality. A flashy design might grab attention, but if your product doesn’t deliver, you’re in trouble. I’ve always believed that beauty might open the door, but great customer support and quality keep it open.

In my experience, pretty privilege is a double-edged sword in small business growth. It’s a powerful tool for attracting customers, boosting brand perception, and driving sales, but it’s not a substitute for quality or authenticity. Yes, being pretty isn’t a crime, and beauty is in the eye of the beholder. It helps with that initial attraction, but what keeps people coming back is great support and a product that delivers. Use aesthetics to your advantage, but make sure your business has the substance to back it up.

Pretty Privilege—Use It, Don’t Abuse It.        

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