The Role of Aesthetics in Web Design
The idiom, “Don’t judge a book by its cover” will not work for us.
Pretty please, judge me!
When you purchase a book, the first thing you interact with is the cover of that book. Even if you’re not a designer, you get attracted to the design on the book’s cover. You observe the illustration, the typography, the material of the paper, the finishing of the cover, and several other graphic elements.
When you’re done examining the front of the book, you flick the pages a little or read the summary at the back. Even during this time, you focus on how readable or engaging the book is. At this point, you’re not reading the contents of the book, you are judging it by its cover.
If you’re judging that book, judge everything else.
When visitors visit a website, they check out the design first.
Whether it is a business card, a restaurant menu, or a logo design, the first thing people usually focus on is the design. Thus, design plays an integral role in anything you make or create.
And so, whatever you’re designing it should have an aesthetic appeal. The reason why graphic designers are hired is to make branding and marketing designs more appealing to consumers.
Graphic designers are hired to make branding and marketing designs more appealing to consumers.
This article is all about aesthetics in design.
So let’s kick in.
Understanding Aesthetics
People often use the word aesthetics. It is something they strive to achieve. It is recognized in every industry of the world. But what is it?
According to the publication Interaction Design Foundation, “Aesthetics is a core design principle that defines a design’s pleasing qualities.” Thus, aesthetics has to do with how anything looks — it’s beauty, which (mind you) is subjective.
In his paper on Design Aesthetics: Principles of Pleasure in Design, Paul Hekkert explains that aesthetics is derived from aesthesis, which refers to “sensory perception and understanding or sensuous knowledge.” With this definition, it can be said that aesthetics is not about how a design looks, but also about the kind of experience it provides.
The Interaction Design Foundation shares that aesthetics stems from the Greek word “aisthetikos”, which means “sense of perception”, and is related to beauty in philosophical study.
Some classic philosophers spent their lives figuring out the true meaning of beauty. Plato divided the world into two parts: the world of appearances and the world of forms. He said that beauty is an idea and whatever we make in this world is a shadow or reflection of that perfect form of beauty.
Nevertheless, aesthetics is subjective. For example,
- For every person and every group of people, aesthetics is different
- For every business and industry, the definition of aesthetics is different
- In every decade, the meaning of what is beautiful has changed
What may be liked by me may or may not be liked by you. However, there are some rules of visual aesthetics that people universally agree on.
When we design anything, we ask ourselves if it is beautiful or ugly. Sometimes what is unappealing to me may appeal to you and vice versa.
The Encyclopedia Britannica explains, “Anything might be seen as beautiful by someone or from some point of view…”
Beauty is hence subjective, and rather vague at times. For example, designers consider minimalism beautiful while others think elaborate logo designs are just as aesthetically sound. And to me, both can be aesthetically sound.
Role of Aesthetics in Web Design
In her research paper, The Role of Aesthetics in Web Design, Lisbeth Thorlacius wrote that aesthetics is about design elements such as colors, typography, pictures, sounds, and visual effects.
This is why web designers have to be aware of what they’re doing to a website. The elements and principles of design they choose will affect the look and feel of the brand. This means that aesthetics can define your brand’s appearance, personality, and purpose.
In his article, What Role Do Aesthetics Play In The Design Of A Website? Steven Bradley of Vanseo Design shares aesthetics may or may not be a conscious choice for a website design but every website has it and people not just look at it but also judge it in the unique ways they perceive beauty.
Thus, the role of aesthetics in website designing or any other form of brand designing is becoming increasingly important.
