Do we choose beauty over function? How aesthetic-usability effect helps to signal business excellence
Imagine yourself as a potential customer browsing the web for consultancy services. You stumble upon two websites that appear to offer exactly what you need. The catch? One website is visually stunning, with modern aesthetics, compelling storytelling, and impeccable typography. The other seems to have been stuck in the early 2000s and cluttered with outdated clipart.
Which one would you be more inclined to trust and engage with?
Let’s look into the importance of quality visual design: how it can influence the customer perception of your businesses and what impact design choices have on customer decision-making.
First impressions matter: aesthetic-usability effect
We are naturally drawn to visually appealing content. It captures our attention and leaves lasting impressions. Studies have shown that when presented with a choice of products or services we gravitate towards those that look more attractive. It’s called the aesthetic-usability effect. It was first studied back in 1995 and has since become an integral part of best practices in user experience (UX) design. By prioritizing good design principles, businesses can tap into the power of aesthetics to captivate their audience and create a positive and memorable user experience.
More than eye candy: establishing credibility and trust in your brand
When visual elements and design style remain consistent, they help to establish brand recognition and foster familiarity. More importantly, high-quality design, attention to detail, and thoughtful storytelling imply that your business shares the same attributes. In customers' minds, a company that invests in high-quality design is likely to invest in high-quality services.
Get to the point quickly: enhancing communication and understanding
Our brains are wired to process visual information faster and more effectively than text. That's why visuals play a vital role in simplifying complex information and enhancing communication. Help your customers to understand key information quickly by using visual aids such as infographics, photography, or illustration. When customers can grasp your offering at a glance, they are more likely to stick around to find out more.
So do we judge the book by its cover and choose beauty over function? When presented with options, beauty and aesthetics hold a remarkable power to capture attention and send initial signals about your business. How to hold that attention and deliver quality beyond the surface level, that’s a conversation for the next time.
