What are design aesthetics?

Ever come across a web design that dazzled you with its visual appeal? The stunning layout and color palette that captivated you are examples of design aesthetics at work. Design-savvy brands such as Apple and Google use design aesthetics to attract and engage users, pairing eye-catching design elements with useful, compelling UX and interaction design.

Read on to learn more about:

• What design aesthetics are—and why they matter
• Good aesthetic design examples, plus five best practices
• How to level up your visual and user interface designs with Figma

What are design aesthetics?

Design aesthetics are visual elements like shape, balance, white space, color scheme and typography that designers use to stir audience emotions. This practice creates designs that aren’t only pleasing to the eye, but also meet user wants and needs.

Why do design aesthetics matter?

Design aesthetics can enhance a product’s appearance as well as the way it works. This helps companies:

• Make a good first impression, inspiring users to browse and learn more about your product or solution.
• Engage target audiences with unique and intuitive design concepts that tap into their thoughts and feelings.
• Boost brand identity and credibility by clarifying your company’s messaging through a simple design aesthetic.

The aesthetic-usability effect

In 1995, Hitachi Design Center researchers found that users perceive visually appealing designs as easier to use—even if they’re not. But savvy designers know that there's more to good design than personal style and audience appeal. Beyond attracting and converting users, products that combine aesthetic design with usability can win loyal brand advocates.

Examples of good aesthetic design

The late 19th century ushered in the aesthetic movement, which prized creative expression and global influences. Surrounded by grim Industrial Revolution factories and dim Victorian homes, English bohemian rebels like William Morris championed lush color palettes and beautiful design. His signature prints remain current today, from floral fashions to songbird wallpaper.

Design styles evolved in the 1920s, when art deco took the design world by storm with eye-catching colors and industrial-chic geometric shapes. Modern standards for high-quality industrial design were set by Charles and Ray Eames, whose mid-century modern approach to furnishings emphasize clean lines and gentle curves. The American design duo's sleek designs include an iconic lounge chair and ottoman, skillfully balancing form with function.

From retro interior design to contemporary web and graphic design, visually appealing products help brands stand out from the competition. Apple is a good example of memorable visual aesthetics in action. With elegant, minimalist design, the brand continues to attract a loyal (and growing) customer base.

5 aesthetic design best practices

To help users achieve their goals, designers follow five established best practices to create attractive designs:

1. Know your audience. Dig into your users’ backgrounds and belief systems. Get to know their behaviors, preferences, and pain points.
2. Make it useful. Form should support content and function. Consistent UX design allows users to easily find what they’re looking for.
3. Keep it simple. Start with minimalism, including relevant elements only. Employ a design system such as Google’s Material Design to deliver simple, intuitive experiences.
4. Apply core design principles to better organize and present visual information. For example, Gestalt principles explain how users make sense of patterns and images.
5. Consider context. Good design always takes users’ real-world challenges into account.

Jumpstart UI and visual design with Figma

Level up your UI and visual designs with Figma’s robust design features. From easy-to-use research and design templates to UI design and UX design tools, Figma sets design teams up for success.

Looking for more guidance to help spark your creative flow? Check out Figma’s resource library to get tips and tricks for UI and visual design.Visit the Figma community to browse hundreds of inspiring aesthetic and visual design examples. Over 8,000 designers have used community member Jon Moore’s Figma UI kit.

Ready to produce compelling, user-focused designs?