Do attractive products actually work better? This idea was tested in a study conducted in 1995 (and then again in 1997). Donald Norman describes it in detail in his book Emotional Design.
Researchers in Japan setup two ATMs, “identical in function, the number of buttons, and how they worked.” The only difference was that one machine’s buttons and screens were arranged more attractively than the other. In both Japan and Israel (where this study was repeated) researchers observed that subjects encountered fewer difficulties with the more attractive machine. The attractive machine actually worked better.
So now we’re left with this question: why did the more attractive but otherwise identical ATM perform better?
Norman offers an explanation, citing evolutionary biology and what we know about how our brains work. Basically, when we are relaxed, our brains are more flexible and more likely to find workarounds to difficult problems. In contrast, when we are frustrated and tense, our brains get a sort of tunnel vision where we only see the problem in front of us. How many times, in a fit of frustration, have you tried the same thing over and over again, hoping it would somehow work the seventeenth time around?
Another explanation: We want those things we find pleasing to succeed. We’re more tolerant of problems with things that we find attractive.