Aesthetic–usability effect
asking people what they think of something is not good enough. Much of the time people are not consciously aware of the mechanisms in their brain that have caused them to prefer one design over another.
Darren Bridger • Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability
There's a unique human component to interaction design. Why? Because ultimately people are trying to get stuff done using a product. Beauty in form and composition is not enough. There's an inherent satisfaction apparent in striking a holistic balance between form and function.