I find this principle useful when users come with negative preconceptions against the usability of your product, perhaps because of previous iterations that wer

I find this principle useful when users come with negative preconceptions against the usability of your product, perhaps because of previous iterations that weren't very usable or because they tried other products in the same space that weren't very usable. Putting additional effort on aesthetics can encourage these users to consider your product with fresh eyes, or give it a chance when they otherwise wouldn't. Of course, past that initial help you need "real" usability to keep them. For example, I would pay a lot of attention to this principle if I was working on a product in the payment space (e.g. Stripe), taxes (e.g. TurboTax), etc.