[[Book - Laws of UX - Using Psychology to Design Better Products and Service]] Summary - Pros - It can make people like your service/product. - Cons - It may mask usability problem Users often perceive aesthetically pleasing design as design that’s more usable. Key Takeaways - An aesthetically pleasing design creates a positive response in people’s brains and leads them to believe the design actually works better. - People are more tolerant of minor usability issues when the design of a product or service is aesthetically pleasing. - Visually pleasing design can mask usability problems and prevent issues from being discovered during usability testing. ---- - Aesthetically pleasing designs - create positive responses in people brains. (First impression) - Masaaki Kurosu and Kaori Kashimura, Hitachi Design Center, 1995 - Tested 26 ATM interfaces. - Good looking design is assume to be higher usability - Noam Tractinsky - "What is beautiful is usable" Psychological Concept - Automatic Cognitive Processing - People judge books by its cover. - Automatic - System 1 and System 2 thinking - System 1 - impulsive, quick, can't control - System 2 - Slower, requires mental effort. - We reply to System 1 to identify quickly what will help us achieve our goals. This is how we form impressions. - First impressions tend to stay. Example: Apple and Braun - every design has it's purpose - People tend to overlook usability issues if it's beautiful (Remind me of halo effects)