Apple rainbow icon.
Rainbow coloured Apple logo and think different text underneath it.

Apple design is

beautiful

simple

human

good design

is beautiful

Image of blondi blue iMac from 1998 with the text 'chic not geek' next to it.

Aesthetic-Usability Effect

Users often perceive aesthetically pleasing design as a design that's more usable.

T3 transistor radio, Braun 1958

iPod, Apple 2001

Braun T3 transistor radio side by side with Apple iPod.

Dieter Rams

Jonathan Ive

"good design is as little design as possible"

Dieter Rams

good design is simple

His main demand was "SIMPLIFY"!

If he wanted a function he should be able to get there in three clicks.

And the click should be intuitive.

Walter Isaacson's: Steve Jobs Biography

Hick's Law

The time it takes to make a decision increases with the number and complexity of choices available.

William Edmund Hick and Ray Hyman

good deisgn

is human

Von Restorff or Isolation Effect

When multiple similar objects are present, the one that differs from the rest is most likely to be remembered.

Hedwig Von Restorff