The Aesthetic-Usability Effect

First Impressions Always Stick.

When using a product for the first time, we often pay the most attention to its visual aspects and design. Even if a product we like encounters problems, we can overlook them because we’re drawn to its design.

The Aesthetic-Usability Effect

The Aesthetic-Usability Effect is a psychological phenomenon where users, when a product or interface looks good, tend to believe it functions better, regardless of its actual performance. This effect was first explored during research conducted by Masaaki Kurosuand Kaori Kashimura between 1995 and 1999. They tested 26 different versions of an ATM user interface on 252 users and found that users favored versions with better aesthetics, even when the usability was not necessarily superior.

How to Address This Effect in User Research ?

When we prepare a product, as the final step, we test it with potential users before releasing it. As mentioned above, it is necessary to pay attention to certain points during research to understand and address this effect.

1. During user testing, a person may feel compelled to comment on something. In this case, more users can easily provide feedback on the product’s design. At this point, the researcher can obtain the expected response from the user by asking two-way questions without influencing the user.
2. Users are more inclined to provide better feedback than to point out problems they encounter with the product. Such feedback occurs more often when they believe you are one of the creators of the product. Try to convey that you are open to feedback when the research is over.
3. Choosing functionality and the ability to complete tasks over visuals is something you can consider when dealing with customers. However, be cautious not to lead the user. When you lead, you may artificially increase the chances of getting a response that pleases you.

When choosing operations for testing, you can provide more challenging procedures. If you do not achieve successful results in the initial test, it will be beneficial to return later and repeat the operation to understand the source of the problem. Sometimes, these types of procedures can assist the researcher, but not always. Try not to overwhelm the customer and avoid causing them to become fatigued with the test. After identifying the problems your user encounters beyond the visual aspects, you can start solving them.

Why is visual important in the user interface ?

Another nuance we’ve learned about the Aesthetic-Usability Effect is that having a perfect functional and useful product alone won’t win customers and satisfy them. Balancing functionality with aesthetics is crucial. Especially for newly established companies or those looking to enter a new market, this balance can be turned into an advantage.

There is no standardized system to maintain this balance. However, successful companies can establish a set of commonalities when their products are used.

1. Color Scheme — The colors of your product or website play a significant role. When choosing colors, using those that harmonize with each other and are reminiscent of your brand will help you receive better feedback from users.
2. Whitespace — When we look at successful design examples, we can see that one common element is the use of whitespace. When whitespace is used correctly, you will deliver information to the user in a more memorable, transparent, and visually appealing way. For example, we can take the Apple website.
3. Consistency — Design consistency is important in Aesthetic-Usability Effect. Consistency allows users to think less because they can predict the steps and anticipate the results.

Before and After

As an example of this effect, we can show the Microsoft Windows operating system. In the early 2000s, Microsoft had the Windows operating system. This operating system was known for its cluttered and less visually appealing interface. Overall, there was a lack of unity in the design. With an increasing number of complaints from users, the company was compelled to redesign the product, making it more visually memorable and simultaneously enhancing the user experience.

In 2001, with the release of Windows XP, Microsoft made a significant change. The user interface of the newly introduced product was transformed, becoming cleaner and more visually appealing. This not only pleased existing users but also helped attract new customers. Following this innovation, the company continued to introduce more user-oriented improvements in its products, enhancing the visual and user experience in subsequent versions like Windows 7, 8, 10, and 11.

In conclusion, the Aesthetic-Usability Effect shows us the significant impact of visuals on the usability of products. Researchers, by recognizing the effect in a timely manner, can create not only products that excel in terms of visuals but also products that facilitate user use and provide continuity.

References

1. Kurosu, M., & Kashimura, K. (1995). Apparent Usability vs. Inherent Usability.
2. https://en.wikipedia.org/wiki/Aesthetic%E2%80%93usability_effect#:~:text=Usability%20and%20aesthetics%20are%20judged,their%20judgement%20of%20the%20application
3. https://www.nngroup.com/articles/aesthetic-usability-effect/