Aesthetics refers to the way a product looks and feels. The first impression of a product is often visual, making aesthetics very important. As well as aesthetics, factors that can influence a user’s opinion of a product include:

• colour
• sound
• smell
• taste
• form
• texture
• scale

Colour

Colour is an important factor to consider - it is a visual cue that can have different meanings and associations for different cultures, although some of these meanings are universal, eg red signifying danger or stop. A designer needs to understand colour theory when selecting colours for a product, using colours that work well together and evoke the right emotional response.

Designers must remain sensitive to cultural differences, eg the colour red in Asian cultures can symbolise good luck, prosperity and celebration, while in Western cultures it can symbolise danger, anger and debt. Below are some common emotional responses to colours that are universally accepted, although designers should still be aware of cultural differences: