Aesthetics in UX/UI Design

Aesthetics play a huge role in user experience because people judge a product’s usability based on its visual appeal. A well-designed interface builds trust, improves usability, and enhances engagement. However, a poorly designed one can make even a functional product feel frustrating.

Users often perceive beautiful designs as more intuitive, a phenomenon called the aesthetic-usability effect. If a website or app looks polished and professional, users are more likely to forgive minor usability issues. On the other hand, cluttered layouts, poor typography, or inconsistent colors can confuse navigation and harm any trust users might have been building in the brand.

Good aesthetics also improve emotional connection. A visually pleasing interface makes users feel comfortable and encourages them to stay longer. For example, Apple’s minimalist design creates a sense of elegance and ease, reinforcing its premium brand image.

However, aesthetics should never come at the cost of usability. A beautiful design is only effective if it supports functionality, accessibility, and a seamless user experience.

Enjoy our course Visual Design: The Ultimate Guide for a deep-dive into visual design, including aesthetics.

The aesthetic-usability effect is a phenomenon where users perceive well-designed products as easier to use—even if they have functional flaws. When something looks attractive and polished, people assume it works better, which leads to higher satisfaction and tolerance for minor usability issues.

For example, if a website has clean typography, balanced spacing, and a modern color scheme, users may feel it's intuitive—even if some navigation elements are slightly confusing. Conversely, a clunky but perfectly functional design may feel frustrating simply because it looks outdated or cluttered.

A classic example is Apple’s early iPods. Their sleek, minimalist design made users feel they were simple to operate, even though the click wheel had a learning curve. People trusted the design and were more willing to explore and adapt.

However, this effect has limits. If usability issues are too severe—like broken links or confusing interactions—good aesthetics won’t save the experience. Remember that users can “forgive” flaws only to a point, and the best UX balances beauty and function.

Watch our video about the aesthetic usability effect:

Aesthetic design in UX follows key principles that make interfaces visually appealing, easy to use, and emotionally engaging.

1. Simplicity – Clean, uncluttered designs help users focus on what matters. Too many elements create cognitive overload and frustration. Example: Google’s homepage stays minimal to keep search effortless.

2. Visual hierarchy – Designers use size, contrast, and spacing to guide users’ attention to the most important elements. Example: Call-to-action buttons stand out with bold colors and placement.

1. Consistency – Designers repeat fonts, colors, and layouts across an interface to create a familiar experience. Example: Airbnb’s app maintains uniform spacing and typography for a smooth feel.

2. Balance and alignment – Well-structured layouts improve readability and make interfaces feel stable. Example: Apple’s website uses a balanced grid to create harmony.

1. Emotional appeal – Colors, typography, and imagery set the tone and influence user perception. Example: Calm’s app uses soft colors and gentle animations to create a relaxing experience.

Always remember that aesthetic design isn’t just about beauty—it enhances usability and builds user trust, too.

Watch as Author and Human-Computer Interaction Expert, Alan Dix explains important points about emotion and usability in design:

To balance aesthetics and usability in UX design, focus on creating a visually appealing interface which users enjoy without sacrificing functionality or ease of use.

That sounds a bit theoretical, so let’s get into how to do it. Start with clear navigation—users should instantly understand where to go and how to interact with elements. Don’t create overly complex visuals that distract from key actions. Example: Apple’s website looks sleek but keeps navigation simple and intuitive.

Then, use visual hierarchy to guide attention. Contrast, size, and spacing help highlight important elements like buttons and headlines without overwhelming users. Example: Spotify’s dark theme makes album covers and play buttons stand out.

Another thing to do is to maintain consistency in colors, fonts, and layouts. A polished, uniform design builds trust and reduces confusion. Example: Airbnb’s app uses the same clean design across its pages, which makes it nice and easy to explore.

Last, but not least, test your design with users. If an aesthetic choice makes interactions harder, simplify it. A beautiful design only works if it enhances usability—not if it gets in the way. So, make sure it’s an effective design for your brand’s users, not art for art’s sake—or because you think it looks “cool,” and everyone should too.

To get valuable insights into usability, enjoy our Master Class Micro-Usability: How to Design for Frictionless UX with William Hudson, Consultant Editor and Author.

Color theory is a major part of UX aesthetics because colors affect emotion, readability, and user behavior. The right color choices create visual harmony and smoothly guide users through an interface.

Psychology matters. Different colors trigger different feelings. For example, in the Western world, blue builds trust (often used in banking apps), red creates urgency (common in sales buttons), and green signals success (used in confirmation messages). Example: PayPal and Facebook use blue to convey security and reliability.

Contrast improves readability. High contrast between text and background ensures accessibility—making content easier to read. Example: Google follows strict contrast guidelines to enhance usability for all users.

Colors direct attention. Bright, bold colors highlight important elements, like call-to-action buttons. Meanwhile, neutral backgrounds keep the focus on content. Example: Spotify’s dark theme makes album covers and play buttons stand out.

A well-balanced color scheme improves both aesthetics and usability, which means the interface feels intuitive and visually appealing.

For one major dimension of aesthetic design, watch our Master Class How to Use Color Theory to Enhance Your Designs with Arielle Eckstut, Author and Co-Founder of The Book Doctors and LittleMissMatched, and Joann Eckstut, Color Consultant and Founder – The Roomworks.

Watch as Arielle Eckstut and Joann Eckstut explain important points about color:

Typography plays a crucial role in UX aesthetics because it affects readability, hierarchy, and user perception. A well-chosen typeface makes content easy to read and visually appealing. In contrast, poor typography creates confusion and frustration.

Readability is key. Fonts should be clear, properly sized, and have enough spacing to avoid strain. Example: Google’s Material Design recommends a 14sp (scalable pixels) font size for body text to ensure readability.

Typography creates hierarchy. Bold, large fonts grab attention, while smaller text provides supporting details. Example: Apple’s website uses bold headlines to draw users in and smaller text for descriptions, making scanning effortless.

Font choice influences perception. Serif fonts feel traditional and trustworthy, while sans-serif fonts look modern and clean. Example: The New York Times uses serif fonts to maintain a classic, authoritative look, while Airbnb’s sans-serif typography creates a friendly, modern feel.

The main thing about well-designed typography is that it enhances UX by making content easy to digest and visually engaging—without overwhelming users.

Enjoy our Master Class The Tone of Typography: A Visual Communication Guide with Mia Cinelli, Author and Associate Professor of Art Studio and Digital Design, University of Kentucky.

Watch as Mia Cinelli explains important points about typography:

Spacing and alignment are essential in creating a visually appealing and user-friendly design. Proper spacing improves readability, while alignment makes a layout feel organized and professional.

Spacing enhances clarity. Too little space makes a design feel cluttered and overwhelming, while too much can disconnect related elements. Example: Apple’s website uses generous white space around text and images, and it makes content feel elegant and easy to scan.

Alignment creates structure. When elements are consistently aligned, the design feels balanced and polished. Poor alignment makes a layout look chaotic and unprofessional. Example: Google’s Material Design follows a strict grid system, ensuring elements align neatly for a clean and intuitive experience.

When designers use consistent spacing and alignment, users can navigate content effortlessly. These principles help guide the eye, reduce cognitive load, and create a visually harmonious interface. A well-structured layout isn’t just about aesthetics—it directly improves usability and user experience. There’s more to design than may meet the eye at first glance!

Enjoy our course Visual Design: The Ultimate Guide for a deep-dive into visual design, including aesthetics.

Cultural differences have a strong influence on UX aesthetics as different cultures have unique preferences for color, layout, imagery, and symbols. A design that works well in one country might feel confusing or unappealing in another.

Color meanings vary. Take white—in Western cultures, white symbolizes purity, but in some Asian cultures, it represents mourning. Example: Brands like Coca-Cola adjust their color use in global markets to align with cultural perceptions.

Reading patterns differ. Western users read left to right, so designs prioritize left-side content. However, Arabic and Hebrew speakers read right to left—so that will influence layout decisions. Example: Websites like Amazon adapt their layout for Middle Eastern markets.

Symbolism and imagery matter. Icons, gestures, and illustrations must be culturally appropriate. For instance, a thumbs-up is positive in Western countries but offensive in some parts of the Middle East. Example: Facebook modified its reaction emojis to be culturally sensitive worldwide.

Designers must understand cultural aesthetics so they can ensure designs resonate with users globally—improving usability and engagement—and don’t offend cultural norms.

Watch as Professor Alan Dix explains important points about designing with culture in mind:

You can test the aesthetic appeal of your UX design by gathering real user feedback and using data-driven methods to measure visual impact.

Start with preference testing—show users different design variations and ask which they find more appealing. This helps identify colors, layouts, and typography that resonate with your audience. Example: A/B testing two homepage designs can reveal which one users find more visually engaging.

Use first-impression testing by showing users your design for five seconds and asking what stood out. This reveals whether key elements, like calls to action, are noticeable and visually clear. This can be extended to first-click testing, where users are given a goal and shown a page design. The visual design of the page will influence their success rate.

Conduct usability tests to see if beauty enhances function. If users struggle despite a polished design, you may have to adjust spacing, contrast, or visual hierarchy.

Last, but not least, perceive and interact with your design. Aesthetic testing isn’t just about looks—it’s to ensure beauty supports usability for the best experience.

Watch our video about the aesthetic usability effect:

Take our course Data-Driven Design: Quantitative Research for UX for extensive insights into data-driven methods and how they can give powerful insights for more effective designs.

1. Moshagen, M., & Thielsch, M. T. (2010). Facets of visual aesthetics. International Journal of Human-Computer Studies, 68(10), 689–709.

This study delves into the various dimensions that constitute visual aesthetics in the context of human-computer interaction. The authors propose a comprehensive framework that identifies key facets such as simplicity, diversity, colorfulness, and craftsmanship. They demonstrate how these facets influence user perceptions and interactions with digital interfaces through empirical research. This framework is a valuable tool for designers aiming to create visually appealing and user-friendly interfaces.

1. Sonderegger, A., & Sauer, J. (2010). The influence of design aesthetics in usability testing: Effects on user performance and perceived usability. Applied Ergonomics, 41(3), 403–410.

This research examines how a product’s aesthetic design influences usability testing outcomes, focusing on user performance and perceived usability. The study reveals that aesthetically pleasing designs can positively affect users’ perceptions, even when functionality remains constant. These findings underscore the importance of considering aesthetic elements in the design process to enhance overall user satisfaction and performance.

Norman, Donald A. (2004). Emotional Design: Why We Love (or Hate) Everyday Things. New York: Basic Books.

In this seminal work, UX pioneer Don Norman explores the profound connection between emotions and design. He introduces the concept that attractive products provide functional benefits and evoke positive emotions, enhancing user satisfaction. Norman’s insights underscore the importance of aesthetics in creating pleasurable and effective user experiences.