This piece originally appeared on FastCo.Design on Friday June 10th, 2016. Click here to read more.
Health insurance. Bras. Tax prep tools. Investment products. Chinos. These aren’t products that people are typically excited to talk about, let alone shop for. Yet these product categories have enjoyed a surge of youthful relevance, and a handful of "boring brands" are attracting loyal—and in some cases outright fanatical—consumers by designing shopping experiences that can actually border on pleasant.