They understand that people buy based on their emotions and then look for logical reasons to justify their purchases. They get people to pay a premium for their products (premiums which I happily pay myself). Look how they use images to communicate their message.
They use beautiful images and almost always combine them with a caption or headline. (They understand that people are busy and that photos communicate much faster than words.) People also read captions on photos much more than body copy.
They use large photos on each page. Photos that make their products look great.
They have more photos and less words - only increasing the amount text as the viewer is drawn into learning the details about the products benefits and features.
They never, never, never use stock photos.
Almost every selling point is reduced to a few lines or a paragraph and has an accompanying photo or illustration. They say less and show more.
They communicate beauty and simplicity with everything that they do. Their products, their marketing, their packaging, their instructions, and their software. All of these things strengthen their brand, increase their sales, allow them to have higher profit margins, and improve their customer's experience and satisfaction.
They get it.
