Learning Portfolio 1 – Q2 Examples

Item 1 – Nespresso Coffee Machine

Photo 26-04-13 11 46 58 AM

There are hundreds of different brands and models of coffee machines in the market, but the Nespresso has to be the leading model from De’Longhi Manufacturers.

The reason why consumers will always pick a model like Nespresso, is because it looks good – in certain models, you can choose the colour, which would appeal to those consumers who pride their lifestyles on looks and appearances. Consumers will accept the fact that a Nespresso Coffee machine will set them back more than a no-name coffee machine would, because a) they are paying for the brand and b) they are more attracted to the Nespresso because it is more aesthetically pleasing and renders a positive response in their brain. (Towers, 2010)

Item 2 – GHD Hair Straightener

photo (2)

These have been hot on the market for years now, because they pride themselves on the fact that a straightener can not only straighten your hair, but also curl it and they emphasis the materials that the straightener is made of – making the consumer believe that it is a superior brand.

GHD’s can retail from anyway from $300 up, compared to no name hair straighteners that you can purchase for $70. Consumers are attracted to the aesthetically pleasing design of the GHD because it is black, it is slim, easy to carry around, and of course has the all important “GHD” labelled on there. Consumers are paying for the brand name, but at the same time they will opt for a design of a hair straightener that is compact, not bulky, and pretty rather than a large, heavy bulky item that is less aesthetically pleasing.

Item 3- Gillette Razor

image (3)

There are hundreds of different brands of razors in supermarkets and pharmacies, but Gillette Razors are quite popular mainly because of their aesthetic appearance. Consumers will be more drawn towards Gillette Razors because they are feminine, they are made with pastel colours, they have disposable razor heads which allows them to last longer, and they are overall more aesthetically pleasing to the consumers eye opposed to majority of the other razors.


Towers, A. (2010, March 30). Aesthetic Usability Effect. Retrieved April 26, 2013, from Usability Friction: http://usabilityfriction.com/2010/03/30/aesthetic-usability-effect/


Learning Portfolio 1 – Q1 Summary

This week’s article was all about the idea that consumers see aesthetically pleasing designs easier to use opposed to less aesthetically pleasing designs.

In an article by Mark Boulton, he states that “Good usability is inherent in good design because people think well designed things work better, whether they do or not” (Boulton, 2005)

This is very true in the fact that consumers will always be more attracted and drawn towards a design that is aesthetically pleasing, and therefore will argue that because it is attractive, it functions better. It is important to ensure that designs are cohesive and engaging, which makes them visually appealing to the viewer. Designs that don’t have organised visual elements or structure are less likely to be deemed aesthetically pleasing. (Evans & Thomas, 2008)

It is also more apparent that more sales will be generated on aesthetically pleasing designs, because consumers are more likely to provide positive views towards the product based on it’s appearance alone. (Towers, 2010)

This also brings about the idea that consumers will be more tolerant about problems that products that are more aesthetically pleasing have, whereas if you were to have a problem with a “less pretty” product, the consumer would jump straight at the opportunity to complain.

We all judge books by their cover – as much as we don’t want to admit it, we do on a regular basis. The same goes for products. When you first see a product, you are going to judge it by it’s appearance, if it is aesthetically pleasing you will create a positive connection to that product and it will greatly affect your attitude towards that product as well. (Lidwell, Holden, & Butler, 2010)

Products will always be judged by the consumer because they are judging it based on how it will fit into their personal lifestyle, therefore that is why aesthetics play a major role on whether a product is successful or not. (Green & Jordon, 2004)


Boulton, M. (2005, March 6). Aesthetic-Usability Effect. Retrieved April 26, 2013, from The Personal Disquiet of MARK BOULTON: http://www.markboulton.co.uk/journal/aesthetic-usability-effect

Evans, P., & Thomas, M. A. (2008). Exploring the Elements of Design (Second ed.). Clifton Park, NY, USA: Thomson Delmar Learning.

Green, W. S., & Jordon, P. W. (2004). Pleasure With Products: Beyond Usability. Florida: CRC Press.

Lidwell, W., Holden, K., & Butler, J. (2010). Universal Principles of Design. Massachusetts: Rockport.

Towers, A. (2010, March 30). Aesthetic Usability Effect. Retrieved April 26, 2013, from Usability Friction: http://usabilityfriction.com/2010/03/30/aesthetic-usability-effect/