Design principle: Aesthetics
By: Anton Nikolov
Tags: Design Thinking, UX, Marketing, Design, Startup

Now that we know a bit more about aesthetic design, let’s look at why it matters.

Why aesthetic design matters?

Not long ago user were expecting only functional and usable products when they were buying. Today, users expectations have evolved together with the design field.

People expect usability by default and are seeking products that are more than functional and usable. We want to experience pleasure, to stimulate our senses. We want the products we use to evoke positive emotion in us. Aesthetic design is crucial to satisfy these needs.

We all judge the book by its cover. The better the book cover the more we believe the content is better. This is phenomenon called “Aesthetic-usability”. Beautiful products/objects are perceived as easier to use and more valuable than ugly ones. Even if it is not true!

This phenomenon is especially valid when the products compared are equal in functionality and ease of use. The better looking product will win over the users swiftly.

Aesthetically pleasing designs are bringing up positive attitude in the users. It makes them care more about the product. Aesthetic design makes people more loyal of the brand and tolerant toward mistakes or failures. Imagine all the apple fans.

Early impressions of a product design matter! Aesthetic design is influencing how people think and feel. It influences how much pleasure we feel from the product. Aesthetic design affects our long-term attitude about products and even people.

Aesthetic design matters not only to make the first impression, but also to keep strengthening the bond with the user. The design of our products needs to be aesthetically pleasing consistently across the whole product and user journey.

Design for aesthetic pleasure

Let’s see how the words above can be useful for us to make better design. We have to design products that deliver pleasure to the user with aesthetics and usability.

But when aesthetics are in the senses of our users, how do we know what to design? The answer can be given by the people we’re designing the product/experience for. We need to understand them before deciding what is aesthetically pleasing.

When we are designing products for really wide audience it is wiser to keep things simple as much as possible!

There are 4 important pleasure aspect that we need to consider when we want to make our designs aesthetically pleasing.

Psychical pleasure

Pleasure derived mostly from touch, smell and taste. Think of designing hand-held product, computer devices, VR set even a normal pen.

We need to make sure the design is ergonomic, it feels comfortable and doesn’t overload the user senses. Consider how sensitive are your user’s senses, what is the average norm. Make sure the smell and taste is either neutral or brings positive associations.

Social pleasure

Pleasure derived from interacting with other people or with AI(still not that common). This context is very broad it can be from home assistant device and VR experiences to a room/building where social events will be hosted.

We need to make sure the design supports social interaction in the best way possible. It could be as simple as the sound aesthetics of the coffee machine that allows employees to communicate, while waiting for the coffee to be ready.

Psychological pleasure

Pleasure derived from completing a task or feeling in control and safe. This context is very tightly related to the usability of the product. But it can be also related to how the product design looks.

For example, a solid and stable looking car gives more psychological comfort than one that seems it might break if you open the door. Same is valid for digital products where the user feels in control and knows the task can be completed for sure.

Making things look and feel simple and stable. Guiding the user with great composition and motion. Using aesthetics plays a big role in making the users feel safe and in control.

Ideological pleasure

This context is mostly about abstract pleasure. I like to think of it as the glue that binds the other pleasure types. It is the meaning of the words in the books not the colors, font sizes and page layouts.

For example, in product design taking the sustainability angle can trigger pleasure in the user, making her feel well because she is responsible for the environment. Here are a 5 startups that are using that context.

We need to make sure that our designs communicate ideas and deeper meaning. This can frequently result in very deep aesthetically pleasure once the user realizes it.

Balancing aesthetics and usability

There are cases where we need to sacrifice aesthetics, due to different limitations depending on the context. Other times aesthetics could dominate the usability aspect.

Aesthetics and usability in balance

This is what most of the cases as Designers we should strive to achieve in our designs. There are many good examples from smart phones and apps to computer chairs that look and feel good, but also have the desired usability.

Aesthetics over usability

Some times products have dominating aesthetics that are not supported by good usability and ergonomics. This is mostly visible in the fashion industry.

I guess these might be nice in winter time :)

Shoes made to look nice and attractive, while at the same time destroying the feet of the user. This demonstrates clearly how humans can be seduced by aesthetic design and even at the price of their health.

Usability over aesthetics

Other times usability must be on focus no matter what. Equipment designed for emergency situations, where people cognition is compromised. In this cases aesthetics are with low priority. When designing for such cases there are a lot of constraints from different authorities and requirements. Using Hick’s law for quick decision making can help you make the better design decisions.

Final thoughts

First impression matters. When we perceive beauty with more of our senses we feel deeper pleasure from the design. Aesthetic design gives users pleasure from the start! It makes them form a bond with the design, bond that goes beyond the initial interaction.

Aesthetic design is perceived as more friendly, usable and valuable.

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