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We can like something without wanting it but we won’t buy it
if we don’t want it. So, by extension, we won’t buy something
just because we like it. In the context of visual design, this means
that users won’t buy what we’re offering just because it has a nice
design, even though visuals – when used in moderation – can
make a product seem more enticing in the short-term.
But what makes us like nice visuals anyway? Well, visuals incite
emotions. People will forget what we say, do or even offer but they
won’t forget how we made them feel.
Joy, surprise, contempt, anger, fear, sadness and disgust –
these are the seven universal expressions and only one of them is
explicitly a positive emotion (joy). Visuals aren’t the be-all and end-
all of emotional design but this little known fact does illustrate
how the odds are stacked against us when it comes to design,
which is why the perfect aesthetic-usability balance is so difficult
to achieve.
Strangely enough, unconventional design trends can incite the
surprise expression, although when interacting with such a design,
the resulting lack of usability can incite any of the other more
negative expressions. It’s an unfortunate paradox but one that we
can overcome with just a little mindful design.WHY WE LIKE
NICE THINGS
IN-DEPTH“The user needs to have
a meaningful connection
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and, to achieve this, we
need to communicate its
value proposition”
shots never really seem to receive the scrutiny that
they deserve. On Dribbble, attention only needs to
be held long enough for the shot to receive a ‘like’
(or, if you’re really lucky, a “Nice work!’ or even a
“Beautiful!” comment).
On a real website, attention needs to be captured
for a little longer than that – for example, until
the user activates a free trial, buys something,
downloads something or else converts in a
meaningful way. For that to happen, the user needsto have a meaningful connection with what is being
offered and, to achieve this, we need to communicate
its value proposition.
This is why captivating the user must amount to
something more substantial. We have to make a
statement and wow at the same time, showing the
user that we’ve created a product that’s just right
for them, as opposed to initiating a “wow, but...
why?” response.Above It’s easier to convey value using words that are simple and direct