When something is beautiful, we feel an innate connection to it. It feels familiar, friendly and safe.
Whether it is a landscape, a piece of art, a building or even software, anything that is beautiful piques our interest. We inherently love beauty, and our gaze turns into desire. We want to visit the place, to own the art piece and to learn how to use the tool.
Beauty inspires confidence in the observer. The one who sees a beautifully designed application is ready to abandon his existing tools to accommodate it. He is eager to learn it, almost determined at any cost. The elegance of its design signals to him that it is intuitive and aligns with his own inner self, and that such a thing cannot therefore be impossibly difficult to learn since its essence already lies within him.
This warm, welcoming allure allows beauty to sell itself, it attracts all with its confident silence. It turns the customer into a dependent and the observer into a visitor.