What is Aesthetics in Design and Technology?

Aesthetics refers to the appearance of something. Aesthetics plays an important role in Design and Technology because visual appearance strongly influences how a user will respond to, purchase or interact with a product. When we talk about aesthetics, we consider visual elements such as colour, tone, line, shape, texture, form, space, and proportion, and how these interact with each other to create an overall style or visual language. Understanding aesthetics helps us to determine what makes a design visually pleasing.

Aesthetics in product design: relevant implications

A well-executed aesthetic communicates a product’s purpose and creates emotional connections with users that drive brand loyalty and satisfaction. Aesthetically pleasing products are perceived as more valuable and desirable, and help to communicate ideas through symbolism, visual style, and colour associations. Aesthetic aspects must be carefully balanced with practical considerations, ensuring that decorative features enhance rather than impede the product’s core functions – improving usability through intuitive design.

The following set of questions helps guide students through the process of analysing a product in terms of aesthetics.

How to analyse aesthetic features

• Colour and tone: How would you describe the overall colour scheme of the product? Does it use earthy colours? Complementary colours (contrasting colours opposite on the colour wheel)? Harmonious colours? Is the product eye-catching and vibrant? Subdued and subtle? Are there strong contrasts between certain areas and do these attract attention to certain parts of the design? Are any relevant colour associations utilised (i.e. red = danger, green = environmentally friendly). Do these colour associations support the intention of the design?
• Lines: Are any lines (actual or implied) visible in the design? Do these help to direct the viewer’s attention? Do the lines help to segment or visually separate aspects of the design?
• Forms: What type of forms are used predominantly within the design? Flowing, curving, organic forms? Rectangular, geometric? Irregular or angular? Is there a common type of form used throughout and does this help to unify or visually link certain parts of the design – resulting in a product that is visually cohesive, creating unity and consistency? Do the individual forms appear well-balanced, and in good proportion to each other?
• Detail and variety: Is there a balance between detailed areas and simpler areas? Is there a good level of visual variety?
• Space: Has empty space been used thoughtfully within the design? Having plain/empty areas is crucial for readability, focus, and visual ‘breathing’ room. Does your perception of the product change as you move in and around it? Is the same level of attention applied to the back of the product versus the front? Is the concept of serial vision relevant? (Serial vision relates to the way your viewpoint changes as you move through a designed space and is a particularly relevant consideration for in all architectural projects.)
• Texture: How does the texture and surface finish of the materials used impact aesthetics? What is the effect of light and shadow falling upon these surfaces? For example, are there shiny, glossy reflections? Textured, tactile surfaces?
• Art and design movements: Does the product reflect a particular art style or design movement? For example, does it reflect a minimalist aesthetic or show the influence of the flowing, decorative forms of art nouveau?
• Product quality: Does the appearance give any clues as to whether it is a premium or budget-product friendly product?
• Manufacturing methods: Does the appearance indicate how the product was manufactured? For example, does it have a rustic, hand-made appearance with visible saw-marks or uneven and irregular forms, or does it have a highly polished, machine-made aesthetic? How does this affect how a user might respond to the product?
• Fashions, trends, and fads: Does the product mimic a popular trend or passing fad? Does it possess a style that stands the test of time?  
  • Fashion:
    • A trend that is popular at the present;
    • Things that are ‘in’ during a particular time or season;
    • Tend to follow cycles, with things coming in and out of fashion;
    • A design may follow the latest ‘fashion’ without considering whether that particular visual language is best situation for the situation.
  • Fad:
    • A very short-lived trend;
    • Something that is popular for a very short time.
  • Style:
    • A distinctive and identifiable ‘visual language’ or set of particular shapes, colours, motifs, typographies etc (i.e. these three dresses are the same style, or ‘she has her own style’);
    • Stylish items stand the test of time – i.e. disconnected from fashion (fashions can fade – style is eternal)
• Intuitive design: Do aesthetic elements help to improve the usability and functionality of the design. For example – high contrast areas or bright lights might be used to direct attention to buttons, or lines might be used to direct vision toward key operational features or focal points in the design.
• Form over function: Has the product been designed with aesthetics in mind, or is the emphasis almost entirely upon practicality and function? Are there any purely decorative elements? Is this beneficial or detrimental? Is there room for improvement in this area?How do factors like colour, text size and readability impact the usability of the design?
• Target market expectations: Does the appearance of the product align with user expectations? Is it similar to other products on offer?
• Branding: Does the appearance of the product include branding aspects, such as logos or company colour schemes?
• Movement and time: Is the product static (motionless) or dynamic? Does the appearance change with time, weather conditions, lighting conditions, or movement? Does the product look great in all circumstances, or only at certain times? Is the product moving, or able to readily changed from location to location? How does this impact the way aesthetic aspects are considered?
• Visual hierarchy: Are some parts of the design visually more important than others? Designers can guide the user’s attention through deliberate organisation of elements by size, color, contrast, and spacing. Important elements should naturally draw the eye first, while secondary information takes a supporting role. Think of how a newspaper uses large headlines, smaller subheadings, and body text to create clear information flow.
• Overall composition and balance: Is the overall composition symmetrical or asymmetrical? Does the visual appearance seem well-balanced? Are there any areas of conflict, or aspects of the design that do not visually align with the rest of the product?

This video contains a great analysis of the The Juicy Salif, a kitchen product in which aesthetics is considered to supersede practical considerations: