Socrates talked about it. So did Plato. Architects, artists, and pageant directors have all been concerned with beauty in one way or another.

Website designers, not so much.

When did we decide that something that is beautiful is somehow not professional? Or marketable?

Beauty is, of course, a fluid concept. Women have been at the forefront of its excesses in both directions. Our changing understanding of beauty--and a way to market it--is best typified by Dove's 2004 Campaign for Real Beauty, which began a conversation within social media and advertising about the need for a wider definition. "Through our Beauty Redefined campaign in 2014," says Dove's Jennifer Bremner, "we wanted to explore how the definition of beauty has evolved since the launch. Through our research, Dove learned that social media is playing a larger role than traditional media in redefining beauty today."

So beauty may be redefined by social media, but it's not always reflected in the marketing materials--not to mention web presence--of people doing business online. At a time when marketing can focus on using video, which showcases beauty, it's nothing less than amazing to see websites that still reflect the technology of the year 2000.

And beauty needs to be paired with functionality. Being clear about your services, track record, and culture, while doing it through video that's a pleasure to view, is how to reach the best possible audience.

So with all these options available, why do so many retail sites look like they were designed using raw HTML or a 90s-era web development tool? Why is it more important to pound the sales message than it is to entice the customer?

The world isn't flat, and our marketing shouldn't be, either. Video is how to give grace and beauty to the way you market your product or service. Why not try it out with VideoAdds today?

Image: Shutterstock