UXD PRINCIPLES AND CONCEPTS
Aesthetics in user interface design include: typography, color, spacing, organization and layout. When these things work together in harmony we perceive them as having a pleasing aesthetic appeal. But why does this matter? This matters because attractive things are perceived to work better.
Using aesthetics in design cannot only makes your design pretty, but can also help your design “work” better. This is because our brains process visual stimuli at three distinct levels. These levels either travel from the top down, or from the bottom up in relation to the level of consciousness. Bottom up refers to perceiving things at the visceral level, or unconscious level, and having them moves up to the conscious behavior and reflective levels and vise versa.
So how does this play into design? Aesthetics can initially appeal to the visceral level of perception. People that come to use your website will perceive it as being quality and trustworthy if the design is aesthetically appealing. This can have obvious benefits for your brand identity and usefulness of your site.