March 6th, 2005
Aesthetic-Usability Effect
The Aesthetic-Usability Effect is a condition whereby users perceive more aesthetically pleasing designs to be easier to use than less aesthetically pleasing designs.
Now that the design industry, particularly for the web, is beginning to understand — and be more focussed towards the user, usability is becoming somewhat of a ‘given’. I think, in part, we’ve got the likes of Jacob Nielson to thank for this. Pioneers of Usability have raised it’s profile over the last ten years to the point that now even the clients seem to know more than you do. However, in my opinion this has been to the detriment of design.
As the web industry has matured we’ve seen Usability move from the labs of HCI universities into mainstream development process. An unprecedented move in any industry, given the time it did it in. Usability gave the industry quantifiable evidence as to whether or not a website was doing it’s job. This is exactly what the clients wanted. Sure, they want their logo in the right place, the marketing department want to make sure the companies branding is correct, but the MD has read “Designing Web Usability” and wants to make sure the site does what it should, often at the expense of eveything else including design. Thankfully, those days seem to be behind us.
Usable conventions
At the moment I think the industry is deep in a period of consolidation. We’re seeing a period of reflection on the mistakes we’ve made, a maturity on the part of clients and agencies to take into account the users needs as well as the clients. Everyone is beginning to work to standards — both design conventions and technical standards (css, xhtml etc). Are we in danger therefore of diluting the design of the web into “usable conventions?”
This period of time is an exciting one for designers. It’s a period when design is the thing that defines, and differentiates, a product.
Audi or Skoda?
Let’s just shift to Car Design for a moment.
Cars have been around for ages — since Ford’s little black number. They all pretty much do the same thing and look similar. Four wheels, seats, they go from point A to B. Why do people buy one over the other? One word. Design.
Aesthetics and Car Design have been fused for many years. It’s what defines a car, it’s what gives a car it’s personality and importantly for the manufacturers, it’s what gives the car it’s competitive edge in the market place.
Let me give you an example.
What car would you rather have — a Skoda Octavia Estate, or an Audi A4 Avant? I’d rather have the Audi actually even though it’s much more expensive. Don’t get me wrong, the Skoda is a nice looking car but the company has never really shifted the stigma attached to the brand, which was brought about by bad, cheap design. Why did I pick those two cars? Well, they’re both the same really. Same chassis and parts, they both have four wheels, good fuel economy and safety, it’s only the design and brand which sets them apart.
The Aesthetics of the Audi make it a more desirable product and i’m sure if you did a survey you would find people thought they could use it better than the Skoda.
Look after the design and the usability will look after itself
I hope that illustrates my point. Good usability is inherent in good design because people think well designed things work better, whether they do or not. Focus on good design and you will make the product more usable by default, you will also give it a competitive edge. The MD will thank you… eventually!
Mark, are you basing your statement,
…on a study, or your own observations? Just curious. Could you give some antecdotes or examples?
I can see users “feeling better” about a site or design, but I haven’t seen users state exactly that the site is easier to use, necessarily. But, to be honest, I really hadn’t thought about it much.
I do agree that in this new phase of web development, “design is the differentiator”. Excellent!
The studies have been mostly done in an HCI or psychology context rather than a usability one. Interestingly, after reading this one it seems that the Aesthetic Usabiltiy effect is different depending on culture.
’Four wheels, seats, they go from point A to B. Why do people buy one over the other? One word. Design.’
I wouldn’t agree with that statement as strategic marketing plays more of an important role. You could have the best design in the world but if it isn’t marketed properly than quite simply what’s the point? No-one will be aware of it and no-one will buy it. Without clear, targetted marketting, design becomes redundant.
I disagree. Targetted marketing is nothing without a good design, or product, with which to market.
True, marketing can make or break a product but, especially with cars, if the product doesn’t deliver on the promise then it will will fail.
An example would be the Land Rover County. Great design, almost no marketing, and it still sells very well because of the design, not the marketing.
But we getting slightly off-topic here
I agree to disagree but before I go I’ll leave you with the age old argument:
Apple Macintosh’s vs PC’s
Graham, that is indeed an old argument! =) But, I would note, despite the Mac’s great design, inside & out, it also is the beneficiary of a very highly evolved marketing campaign.
One example that comes to mind is that of 37signals’ Basecamp — marketed soley by word-of-mouth and people blogging about it, Basecamp has become a raging success because of its quality design and usability as a product (it pretty much is the product).
The point that interests me is how design and usability interact and intersect. I don’t quite understand the ACM points, but I can see how, if you could somehow remove cultural influences, “good design” could improve perceived usability.
One way I might state this as an example is that good design, when doing its job, should certainly not get in the way of usability (like noisy, distracting design elements might do). Good design can, for example, enhance legibility, clearing the way for a more usable experience.
Yes Graham, that is an old one and I agree with Allan on this one, Apple do benefit massively from their marketing of the products.
Allan — You’ve raised an interesting point there.
I’m beginning to view usability as part of design, not a seperate thing. Good usability is inherent in good design. Good aesthetics, which is also part of design, also enhance the perceived usability of a product.
I suppose it’s a semantic thing: if, to you, good design means that it’s also usable, then good design=good usability. That makes sense to us, but I think it has to be explained to clients, who tend to focus on the visual aesthetics.
A product can be usable (that is, be designed well from a usability perspective), but not visually “designed” well. A design can look good, but not be very usable. That sounds really obvious when I writeit that way… hope that’s not too dumb a statement.
</splitting hairs>
In terms of “usable conventions” I think we will certainly be seeing these. But it’s not bad. Take newspapers for instance. The medium and they way in which it is delivered has creating some relatively strict guidelines. Most newspapers read and act the same in the macro sense. Within those parameters is where the true artistry happens and newspapers differentiate themselves. Over the course of time they have come to understand what ‘works’ and what doesn’t ?work? holistically. I say holistically because many factors, of which the visual design is one factor in, attribute to the guidelines.
The web is/has done this same thing. Certain types of ‘guidelines’, which usability is the main driver of, are in the process of being formed, used, and cemented into our everyday practice.
Take the ‘new window’ link icon concept. It didn’t really exist 5 years ago, yet it’s very common now. It’s a general rule of thumb in many circles. Within that rule of thumb, a designer can create any kind of icon they like, as long as it fulfills the message required by the guideline. Working with these rules, to me, is what really makes an artist great.
To be honest I have never really understood why there would be any friction between someone who focuses on usability and someone who focuses on visual design. The only friction I can see is some measure of ignorance on one part or the other, and a lack of looking at the whole rather than a part.
Allan / Mark, a good design with equally good marketing is a proven success. There is no argument there. What I was communicating is how marketing is integral to a design, without marketing design becomes redundant and relies purely on word of mouth and there are several examples of inferior products out in the worlds’ marketplace which rely heavily on marketing.
Ryan
‘Working with these rules, to me, is what really makes an artist great.’
From an art college perspective an artist (in all senses of the word) should never be dictated to by guidelines. They should work with what best suits the end requirement.
?The enemy of art is the absence of limitations.? ? Orson Welles
?In art, progress lies not in an extension, but in a knowledge of limitations.? ? Georges Braque
?Art is limitation. The essence of every picture is the frame.? ? G. K. Chesterton
?Creativity?requires limits, for the creative act rises out of the struggle of human beings with and against that which limits them.? ? Rollo May
’I say unto you; one must still have chaos in oneself to be able to give birth to a dancing star.’
? Nietzsche
‘All great truths begin as blasphemies.’
? George Bernard Shaw
‘Inventing the future requires giving up control. No one with a compelling purpose and a great vision knows how it will be achieved. One has to be willing to follow an unknown path, allowing the road to take you where it will. Surprise, serendipity, uncertainty and the unexpected are guaranteed on the way to the future.’
? George Land
‘Don’t let your preoccupation with reality stifle your imagination.’
? Robert A. Cassanova and Sharon M. Garrison
Reason?s last step is the recognition that there are an infinite number of things which are beyond it.
? Blaise Pascal
‘One aspect of serendipity to bear in mind is that you have to be looking for something in order to find something else.’
? Lawrence Block
‘Beautiful accidents can happen that you can take advantage of. Serendipity occurs all the time and you’ve got to move in the direction that feels right.’
? David Lynch
— Picasso (?)
Are we seeing “quote spam” replacing comment spam…?
Ryan — Thats a great comment, you’ve hit the nail on the head regarding conventions and patterns. The web has patterns, as do newspapers. If these patterns are reinforced in an aesthetically pleasing way then usability is no doubt increased compared the the same conventions undesigned.
All — What’s with the quote spam guys? Some I get, but some are just way over my head. Here’s one for you…
- Terry Ridley-Ellis, Typography lecturer, Portsmouth University 1995.
Quite possibly one of the most influential things any designer has said to me.
Thanks Mark. Today is the day of my retirement celebration and to be quoted in that way is all I could hope for as a lecturer. You have made my day!
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