Perfection is Good but Imperfection is better

Nothing is ever really perfect, so any brand or product that claims perfection is already putting its trustworthiness into question. For example, we see advertisements featuring models with perfectly coiffed hair just from using a certain shampoo, and it’s insulting that these advertisers think we buy into that message. Hello! We’re not THAT stupid.

Imperfection is desireable however, because real people can relate to it. The tired mother whose forehead is filled with worry lines is more believable than the stepford wife in a sundress. The former scenario will appeal to more potential customers, argues Martin Lindstrom of Fast Company.

Here he explains why brands should strive for imperfection.