Designers
tend to think of aesthetics as the visuals of the design. However, aesthetic
design consists of more elements than just how it looks.
As
humans, we are programmed to be attracted to what we find beautiful. Something
shiny and something pretty will always catch your eye and sustain your
interest. It’s just our way, we are drawn to things that satisfy our senses.
The way we perceive beauty is a concept that designers spend their entire lives
understanding. Nail down that understanding and a designer will always have
people clamouring for more.
What is aesthetic design?
There
is a whole branch of philosophy exploring aesthetics. Let’s scratch the surface
of the Aesthetics field and learn how it relates to our design work.
There
is a phenomenon that social psychologists call “the halo effect”. It means
humans tend to assume that good-looking people have other positive qualities
aside from their looks.
The
same is valid for product design. Good looking products and user interface
are perceived as more valuable and having more qualities.
“Beauty
is in the eye of the beholder”. Aesthetics are in all our senses, not just
the sight. Aesthetic design is a 4D experience. Product designers, who are
doing actual physical products are aware of that.
Why aesthetic design matters?
Not
long ago user were expecting only functional and usable products when they were
buying. Today, users expectations have evolved together with the design field.
People
expect usability by default and are seeking products that are more than
functional and usable. We want to experience pleasure, to stimulate our senses.
We want the products we use to evoke positive emotion in us. Aesthetic design
is crucial to satisfy these needs.
We
all judge the book by its cover. The better the book cover the more we believe
the content is better. This is phenomenon called “Aesthetic-usability”. Beautiful
products/objects are perceived as easier to use and more valuable than ugly
ones. Even if it is not true!
UNDERSTANDING AESTHETIC
VISION - The most
dominant sense in majority of people is our sight. We can’t stop ourselves to
look at what we find beautiful. It is as if the light that reflects from the
beautiful design acts as a magnet for our eyes.
Visual
aesthetics have these key elements: Color, Shape, Pattern, Line, Texture,
Visual weight, Balance, Scale, Proximity and Movement. Using these element well
will help us achieve good visual aesthetics.
HEARING - Our ears are
capable of perceiving a whole another level of aesthetic design. The ability to
hear how your car engine works, how the digital product notifies you of new
messages and etc. This is the power of sound aesthetics.
Sound
aesthetics have these key elements: Loudness, Pitch, Beat, Repetition,
Melody, Pattern and Noise. Using them well will create enjoyable “music” for
our users.
TOUCH - Skin is the
largest organ in human body. It also helps us experience the aesthetics. Material
aesthetics are especially important for physical products.
Just remember, the last time you were buying cloths and
feeling their texture or when you were checking out the latest mobile phone and
feeling the frame material. Sometimes people make there buying decisions only
based on the material aesthetics. Powerful stuff are these material aesthetics.
Material
aesthetics key elements are: Texture, Shape, Weight, Comfort, Temperature,
Vibration and Sharpness. By mastering them we can make our customers adore our
products.
TASTE AND SMELL
Taste
and Smell are sense that help us experience aesthetics even more deeply.
Especially in food industry and different environment designs, these senses
play an important role in experiencing aesthetics.
Key elements : Strength,
Sweetness, Sourness and Texture (for taste). Use these elements when possible
to enhance the full picture, so our users can feel the aesthetics even deeper.
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