The aesthetics of a product largely determine its first impression on the user.

Shoppers constantly balance how good an item looks with how useful it will actually be.

Products that are easier for people's minds to process leave a better overall impression.

Many of us regularly make aesthetic choices. We buy paintings, music, and novels; we visit concerts and galleries. Aesthetic buying refers to buying things just because they are pleasing to the eye, not for their utility. Visually appealing products stimulate the brain’s reward system, triggering dopamine and offering instant gratification. Buying things that look good becomes emotionally satisfying, even if they serve no real purpose.

The buying decision process, in general, involves the interaction of two distinct decision systems (often in conflict with each other): a deliberative system (analytic thinking) and an automatic (impulsive) system. To make good choices, the two systems must work well together to support a person’s actual goals.

When we are calm, the deliberative system guides slow, rational thinking. The impulsive system acts spontaneously without consideration for the broader consequences of the action. The impulsive system is heavily........

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