Aesthetic-Usability Effect

The aesthetic-usability effect is where the user perceives the product to be easier to use due to its aesthetical appeal. Studies have shown that people believe more aesthetically pleasing products to be easier to use than less aesthetically pleasing products even if they aren’t. There is therefore a need for the designer to consider aesthetics in their designing process as it can make a product a lot more attractive for the potential consumer.
Does aesthetics lye under the heading form or function? The colour for example adds aesthetic appeal yet can also create a feeling towards the product due to colour psychology. So the colour is enhancing the form and also functioning as a positive perception indicator.
Aesthetics can create a positive relationship with the user and product therefore in turn giving the user more patience with the product and making the products troubles more tolerable. Nokia are a good example of this. They realised that there were a few problems with mobile phones not working perfectly all the time having to be charged up and losing signal for example. Nokia increased the user’s connection and appeal of the product by incorporating customizable ring tones and coloured covers to give the user a positive connection with the product and to make the product more attractive to them. The form was used to hide problems with the function of the product. Therefore a good iconic piece of design was created that wasn’t a perfectly functioning product.

Aesthetically pleasing products demand higher prices normally because they have a designer name tag. Jack Wills is an example of this. A Jack Wills piece of clothing can be charged at a much higher price than a non branded equivalent product. You can buy some sweatpants for example with the Jack Wills initials on for prices ranging from £49 to £69. Yes the materials used are of higher quality and the manufacturing process will be a lot better than say any Primark item would be however there is a large mark up due to that fact that it has the Jack Wills brand name is on it and it is a sort after brand. The brand image is of quality and prestige and consumers are buying into that.