Unit 7 – Design and Appeal: How can I increase the appeal of a design?

1. Aesthetic-usability Effect

An aesthetic designs are perceived as easier to use compare to the less aesthetic design. This is a phenomenon in which people believe that a more aesthetic designs is easier to use compare to less aesthetic designs whether they are actually easy to use or not.

Aesthetic play a role in design which can fostering positive attitude towards the user. It is common for the user to remember the designs which they have positive attitude and good feelings compare to the design they have negative feelings.

The relationship of user and the object will affect the effectiveness of interaction between the user and the designs. User with  positive feelings towards a design tend to have better creative thinking and problem solving.

Aesthetic design perceived to be more easy to use and promote creative thinking and problem solving. Besides that, it also nurture a positive relationship to the user.

For example:

Both of the picture show a different design of a product to keep garment for washing. The red colour is a design of lady bird is more aesthetic than the normal blue design. Both of the usability is the same, but an aesthetic designs are perceived as easier to use compare to the less aesthetic design but actually they both are the same. The lady bird design create a positive relationship than the normal design.

2. Archetypes

This is a universal  pattern of theme and a typical example or form resulting from an innate biases or disposition.

For example:

An example is the Advertisement of Shell, the Shell use the car of Ferrari, which is the archetype in this advertisement. Ferrari is a high class sport car, it is a archetype for all people. In the advertisement after using the oil of Shell, your car performance will be like the Ferrari.

3. Entry point

This is  a point where user physically or attentional entry into a design. As a user we will judge a design using our first impression on it. An impression will influence the following attitude and behaviour. There are a few elements to have a good entry point for design. There are minimal barriers, points of prospect and progressive lures.

(i) Minimal barriers

Barriers should not hinder the entry point of a design. We should minimum the barriers. For example, a noisy display and unnecessary elements in front of a shop or a salesperson in front of a shop which blocking user to getting through an entry point. Barriers can be aesthetics and functional in reality. For example, a landscape in front of a hotel.

(ii) Points of prospect

The entry points should have a good view for the user to have a good look for the environment. There should not be any obstacles that block the view of the entry point.  A good point of prospect should have enough time for good overview and less of disruption such as noisy environment and crowded place.

(iii) Progressive lures

This should act as a lure to attract the people to the entry point. For example, the LED display advertisement in front of a restaurant is a progressive lure which attract people to the restaurant.

For example:

All Joy food store portrays the design principle of entry point. It has a minimal barrier that allows customers to order their food and the barrier is not hindering the entry point of design. The front view of All Joy food store is portrayed with points of prospect, which the entry points have a good view for the user to have a good look for the environment. The food menu printed on the screen is the progressive lures. It attracts customers to the entry point.

4. Mimicry

This is mimicking a familiar objects, organisms or environment   to improve the usability and functional of an object. There are three types of mimicry in design which are surface, behavioural, and functional.

(i) Surface mimicry

This is to make an object to like something else. When something is design to familiar object, the user can implies the function by the way of it looks which is the surface.

For example:

Users can imply the function of rubbish bin that throwing unwanted files and documents into the recycle bin, which is similar to the real world that users throw rubbish into the rubbish bin.

(ii) Behavioural mimicry
This is to design an object to act like something else.  For example, the programme DEEP BLUE is mimicking the behaviour of a person in playing chess.

For example:

The emotion icon is an example of behavioural mimicry design. The smiley face, sad face, angry face expression and more are mimicry the human behaviour expression.

(iii) Functional mimicry
This is to design an object function like something else.

                        The keyboard input style of a smartphone mimics the keypad of labtops.

5. Color

Color is used in design to attract attention, group elements, indicate meaning, and enhance aesthetics. There are a few guidelines need to follow when using colors, number of colors, color combination, saturation and symbolism.

(i) Number of color

Limit the color use in a design. The eye cannot process too much color in one glance. Do not use color as the only means to impart information.

Example:

Only one color, green is used for the main page of a smartphone to decrease the complexity of the design.

(ii) Color Combinations

Follow the adjacent color in the color wheel to create an aesthetic color combination. Use warmer colors for foreground elements, and cooler colors for background elements. Light grey is a safe color to use for grouping elements without competing with other colors.

Example:

                                           Cooler colors are used for the mobile applications

(iii) Saturation

Saturated color is used when it is needed to attract attention. Use desaturated colors when performance and efficiency are the priority.
Example:

            Saturated color, red color can be easily attracted by drivers in order to stop their cars.

(iv) Symbolism

Color has different symbol for different culture. So, have a look for the meaning of color for a particular target audience.

Example:

                                  For the Chinese culture, red color brings the symbolism of good luck and fortune.

6. Exposure effect

When a stimuli is repeatedly exposed , people tend to increase the likeabilty towards the stimuli. The exposure effect is observed with music, paintings, drawings, images, people, and advertisements.  The strongest exposure effect is with the photographs, meaningful words, names and simple shapes. Exposure effect is to strengthen advertising and marketing campaigns. Familiarity plays a primary role in aesthetic appeal and acceptance; people like things more when frequently exposed to them.

Example:

The Gangnam Style is a very famous song. The song is act as the stimuli which repeatedly expose to people, which this increases the likeability towards the song.The popularity of the song, Gangnam Style is very high because it was exposed repeatedly through television show, radio show and etc.