Psycho-Aesthetics is a fusion of science, design, and experience, developed by RKS founder Ravi Sawhney, Hon. Ph.D., which has become the underlying foundation of the RKS philosophy: the physical expression of a product's intention through its design. It is the allure of what beckons the user to interact, touch, enjoy, share, and feel like a "hero".

Psycho-Aesthetics, currently taught at the Harvard Business School as a regular part of its curriculum, is a highly evolved methodology that blends environmental and cultural components with various philosophies including Maslow's Hierarchy of Needs and the Hero's Journey. Products designed using this proprietary methodology invite interaction, deliver stimulation, and provide self-affirmation for everyone who interacts with them.

This methodology is both research- and assessment-focused from years of user-driven understandings that the teams at RKS have been able to cultivate and manifest into innovations, strategies, and tactical implementations that exceed consumer expectations and increases our client's profitability.