PLEASING AESTHETICS DO NOT ALWAYS EQUAL EFFECTIVENESS.

Some designs might look great but don’t seem to generate results for the business. Others might be visually underwhelming and drive a lot of revenue (just look at craigslist).

Form follows function - Frank Lloyd Wright

Finding the balance between appearance and functionality is essential to the success of any project. The design process should consider the intended outcome of the page/site/app, and tailor every element to help achieve it.

Anything less is just bad design.