Question 1.
In your own words, write a summary of the article and provide critical analysis/discussion on the topic of the article.
The aesthetic usability effect is the name given to the effect noted when an individual perceives that a relationship exists between appearance (aesthetics) and function(usability) when none may reasonably exist at all (Conklin, Koubek, Thurman & Newman,2006). According to Lewalski and Veryzer “Aesthetic responses are formed on the basis of intrinsic elements of the stimulus, and they encompass strong attention and involvement” (as cited by Bloch,1995). For example, if two computers were near identical enough for there to be only minimal differences in hardware ability, the design that is more aesthetically and emotionally pleasing may come to be viewed superior. Consumers are more willing to overlook certain design flaws if the item appeals to them on an individual level, another example would be to ask someone if they would prefer an electric car or a Ferrari. People may choose the Ferrari based on name appeal, the perceived speed of a Ferrari and what they may consider aesthetically appealing cars, without taking into account the different specifications of the two cars (Newbold, 2015).
People may overlook the electric car based on a perceived stigma attached to them as a general view in some of the public is that electric cars are slow and require constant recharge. That may have been the case in the past. but for instance the Tesla Model S P90D can accelerate from 0-60MPH in 2.6 seconds which very few supercars can achieve, even though it does look somewhat like family car (CNN Money,2015). How one feels about a design in areas other than aesthetics, has been identified in such areas as brand loyalty as individuals will repeatedly use a product or design if it has an emotional component. An example would be if the first tablet you owned was an IPad, if the experience was positive with fond memories you may choose another iPad based on brand loyalty, as you may have become emotional attached to the design. Possibly missing out on a superior product (Pedeliento, Andreini, Bergamaschi & Salo, 2016).
Question 2.
Study 3 examples that meet the aesthetic-usability effect principle. Provide a reasoned explanation for each item why they meet the design principle.
The iPad since being first introduced has set the benchmark for hand held tablets often supplanting the traditional laptop or desktop computers for some consumers. When the iPad came out it was already riding on the success of apples iPhone and iPod, people who had already had an attachment to either one of those devices would most likely buy the iPad due to brand loyalty, emotional dimensions and the perceived aesthetic usability effect from its sleek uncluttered design and interface.
(Apple IPad image, GMS Arena 2016)
Apples market dominance gives people a sense of security in purchasing an their products, after all how can millions of people be wrong in buying Apple products. This effect blinded people from purchasing similar items that fulfil the function of the iPad from Apples competitors.
(Yeezy prices Aididas vs Nike , illustrated by Dan Freebairn 2015)
If you look at the picture above, you see the aesthetic usability effect in the competition between rival shoe manufacturers. These shoes as with all things in a capitalist system are made with the least cost possible in order to maximise profits and these shoes are often made in third world countries for a handful of dollars for a unit. They are then sold to people based on nothing more than a popular endorsement, an aesthetically pleasing design and an emotional component possibly of pride in owning a pair/exclusivity. A cheaper pair of well-made shoes which may not look aesthetically pleasing but are of sound economical sense, are overlooked due to the effect.
(Image titled 3-Tastenmaus_Microsoft, Wikipedia 2005)
Pictured is a computer mouse we use every day, but in order for a competitor who is selling a mouse that does the exact same function, the seller must do more to differentiate why the buyer should purchase theirs. In order to sell their mouse, the seller must design it in such a way to catch the buyers eye. Below is a design that utilises sharp lines, angles and has additional buttons all encased in a dark black colour with a florescent logo. The aesthetic usability effect would suggest that the average buyer will perceive the mouse below as more functional, when in fact they serve the same function, but one just has a more appealing design.
(Logitech G502 Proteus Tunable Gaming Mouse, Harvey Norman 2016)
References
Bloch, P. H. (1995). Seeking the Ideal Form: Product Design and Consumer Response. Journal of Marketing, 59(3), 16-29.
Valdes-Dapena, P. (2015). Motor Trend: Tesla Quicker than Ferrari, Bugatti: CNN money. Retrieved 28th May 2016 from, http://money.cnn.com/2015/10/29/autos/tesla-fast/
Newbold, C. (2015). The Visual Communication Guy.Com, Design Principle: Aesthetic Usability Effect. Retrived 28th May 2016 from, http://thevisualcommunicationguy.com/2015/10/18/design-principle-aesthetic-usability-effect/
Conklin, S. M., Koubek, R. J., Thurman, J. A., & Newman, L. C. (2006). The Effects of Aesthetics and Cognitive Style on Perceived Usability. Human Factors and Ergonomics Society Annual Meeting Proceedings, 50(18), 2153-2153.
Pedeliento, G., Andreini, D., Bergamaschi, M., & Salo, J. (2016;2014;). Brand and Product Attachment in an Industrial Context: The Effects on Brand Loyalty. Industrial Marketing Management, 53, 194-206. doi:10.1016/j.indmarman.2015.06.007
Apple IPad image, GMS Arena 2016. Retrieved 28th May 2016 from http://www.gsmarena.com/apple_ipad_air-pictures-5797.php
Yeezy prices Aididas vs Nike , illustrated by Dan Freebairn 2015. Retrieved 28th May 2016 from http://www.highsnobiety.com/2015/08/25/yeezy-resell-adidas-nike/
Image titled 3-Tastenmaus_Microsoft, Wikipedia 2005. Retrieved 28th May 2016 from https://en.wikipedia.org/wiki/File:3-Tastenmaus_Microsoft.jpg
Logitech G502 Proteus Tunable Gaming Mouse, Harvey Norman 2016. Retrieved 28th May 2016 from http://www.harveynorman.com.au/computers-tablets/computer-accessories/keyboards-mouse-mats/logitech-g502-proteus-tunable-gaming-mouse.html
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