The compelling territory of the Aesthetic Usability Effect implies a simple statement: ‘Yes, it matters if an app or website is not visually inviting.’ Here, beauty is not merely a decorative bow but a key factor contributing to a seamless user experience, enhancing satisfaction. The aesthetics of a platform can be the difference between a user feeling like they’re strolling through a serene garden or navigating a thorny bush.
Usually, when building the customer journey, two factors are considered: the user’s needs and incorporating the information and features needed to utilize the product appropriately – the aesthetics being seen as just a ‘nice to have.’ However, the attractiveness of a design is not merely a pretty cover to a riveting book- it’s as crucial to usability as a well-tuned engine is to a smooth car ride, and a whole concept was created to define this idea for a good reason.
What is the Aesthetic Usability Effect in UX/UI?
Humans are hard-wired to make snap judgments, especially regarding visuals; we judge people by clothes, books by covers, wines by labels, and apps by interfaces. Beauty and harmony, in all these circumstances, help to create positive first impressions.
In short, the term ’aesthetic usability effect’ describes the common perception among consumers that aesthetically pleasing products are also easier to use – just like the ‘halo effect’ works in humans. The visual appeal of a product can deceive consumers into thinking it performs better than it does.
That is to say, consumers have a favorable emotional reaction to a visual design, and as a result, they are more forgiving of the site’s minor usability faults. Generally speaking, this is good news. Because of this influence, working on a good UI that works well to provide a positive user experience is essential.
In 1995, researchers in the field of human-computer interaction began looking into the correlation between aesthetic appeal and usability. Researchers Masaaki Kurosu and Kaori Kashimura from Hitachi’s Design Centre evaluated 252 people’s opinions on the usability and aesthetics of 26 designs for an ATM’s user interface. When comparing the participants’ judgments of visual appeal to actual ease of use, they found a stronger association between the two. Even when evaluating the system’s functionality, Kurosu and Kashimura found that the interface’s aesthetics heavily influenced users. Don Norman writes extensively about commonplace items in his 2004 book, ‘Emotional Design.’
Of course, there is a limit to the effect that aesthetic usability can have. An attractive design can get people to overlook some usability issues, but not major ones. If a site isn’t easily accessible and takes eons to load, it doesn’t matter how nice it looks – it won’t make any money. Both aesthetics and practicality are crucial in UX/UI, and the presence of one should never compromise the other.
Brands that have aced the Aesthetic Usability Effect
The aesthetic-usability effect wields a curious power in design, casting a spell of illusion that effortlessly marries beauty and functionality. In this universe, it is safe to say that Apple reigns supreme. Its sleek, minimalist design doesn’t just offer a feast for the eyes, as showcased in its stunning UI kit:
https://developer.apple.com/design/human-interface-guidelines/materials
It beckons users into a world where technology is not just accessible but intuitive. The allure of the shiny logo on a MacBook or an iPhone isn’t just superficial—it’s an unspoken pact of exclusivity, a promise of a luxurious, top-tier user experience yet to be explored.
In the world of Rolex, every element of their watches is a testament to this premium allure. Each Rolex timepiece, with its meticulous detailing, transforms from a mere object into a symbol of unrivaled luxury, inviting users to strap on a tool of timekeeping precision and a badge of opulence and class.
As a luxury watchmaker, Rolex embodies precision, quality, and timeless design, reflecting these values in its UX decisions. Key principles include simplicity and consistency, with a clean, elegant design that offers an intuitive experience, reflecting their brand identity and heritage across all digital platforms. Personalization elements cater to the high-end consumer’s expectations for exclusive experiences. However, despite the luxurious aura, Rolex prioritizes straightforward navigation to ensure efficiency and ease of use.
Both Apple and Rolex have mastered the art of aesthetic usability, expertly weaving it into the very fabric of their branding strategy. They’ve crafted their products so that their aesthetic appeal becomes an indicator of their premium functionality, winning the game of perception where design is the player, and the rules are defined by beauty and functionality working harmoniously to create an enriching user experience. Not just a trick of the mind but a testament to ingenious design and brand strategy.
Ok, so it matters that it’s ugly. But what to do?
When designing with a focus on aesthetic usability, it’s critical to truly navigate three levels of cognitive responses—visceral, behavioral, and reflective—to connect with users through emotional design.
The visceral response is the first impression, the spark that lights up when users look at a design. This response is immediate, unconscious, and dictated by the aesthetic appeal of a design. An uncluttered user interface that suggests a breezy user experience works like an open invitation, triggering positive initial reactions.
The journey continues to the behavioral level, where the design undergoes a silent, subconscious evaluation. At this level, users assess how seamlessly the design helps them achieve their goals. A design that exudes effortless usability puts users in the driver’s seat, enabling them to complete tasks with minimum exertion and maximum satisfaction.
The final destination is the reflective response. Here, users consciously contemplate the value a design brings to their experience. They gauge its performance, evaluate its benefits, and ponder its worth. A positive reflective response is like the seal of approval: users develop an emotional bond with the design and become ambassadors, sharing their positive experiences with others.
By addressing these three cognitive responses in a design, a path that leads from the users’ eyes, through their hands, and into their hearts, laying the groundwork for a memorable and engaging user experience is established.
In conclusion
To put a bow on our deep dive into aesthetic usability and its charming effects on product interaction, the phenomenon of ‘pretty privilege’ in humans is a relevant parallel. Just as individuals blessed with good looks might find doors opening more easily in life (queue up every rom-com ever), similarly, products boasting aesthetic design enjoy a ‘pretty privilege’ of their own. Entranced by the elegant visuals, their users are more inclined to perceive them as easier to use, more valuable, and essentially more ‘charming.’
There are two simple strategies to follow to create a website or an app around the concept of aesthetic usability:
· Firstly, utilizing established design systems like Google’s Material Design or Microsoft’s Fluent UI is beneficial. Crafted by industry leaders, these resources provide various elegant and functional design components that can significantly boost visual charm.
· Secondly, using custom photography or illustrations. Overused stock photos should be avoided as they can devalue the brand and disengage users. Instead, investing in creating or procuring unique visuals that echo the intended audience and uphold the brand ethos is advised.
Just like in dating, it isn’t all about looks. Yes, an aesthetically pleasing design might get the first date (or click), but the seamless user experience and the emotional bonds get the second date (or continued use). So while a beautifully designed interface can flutter users’ hearts at first glance, the thoughtful combination of visceral appeal, effortless functionality, and reflective satisfaction truly win them over. Ultimately, aesthetic usability is a balancing act—a veritable dance between beauty and functionality, where the right moves can make a product not just the belle of the ball but the talk of the town.