aesthetics aren't meant and shouldn't be expected to improve your usability. aesthetics have a role in cases where appearance is important (the example used wa

aesthetics aren't meant and shouldn't be expected to improve your usability. aesthetics have a role in cases where appearance is important (the example used was bmw). "We’ve battled designers and CMO’s day in and day out for nearly a decade but overwhelmingly following the 5-rules laid out above drive results that simply win." aesthetics are not bad, although the tone of the article makes it seem like ui designers are bashed when they shouldn't be. both practices serve their own purposes, and usability should not be confused with ui design.