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The Hidden Power of Aesthetics in Design
This claim runs counter to the prevailing view of modern thinking, which holds that beauty is a matter of personal opinion. Whether it’s typography that breathes, color palettes that resonate, or interfaces that just feel right, the designer is following rules—rules that apply across time, culture, and medium. In 1995, researchers at Hitachi discovered that users consistently rated more visually pleasing interfaces as easier to use—even when the underlying functionality was identical (1).
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