Information Technology Reference
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Thus, despite the paucity of direct empirical evidence regarding the role of aesthetics in IT, the
recent findings cited above, as well as considerable theoretical, empirical, and anecdotal evidence
from other disciplines, indicate that this is an area worthy of closer examination. We present this
evidence in the next section.
THE CASE FOR STUDYING AND PRACTICING AESTHETICS IN IT
The case for incorporating the aesthetic aspect into IT practice and research is based on four argu-
ments: three theoretical and one practical. It should be clear that these arguments do not imply that
aesthetic considerations are or should become the most important factor in the development or man-
agement of IT projects. Obviously, aesthetics matters differently for different types of systems, users,
tasks, and contexts. Rather, the premise is that while aesthetic issues have thus far been ignored in IT
research, there are compelling arguments as to why they should receive more attention in the future.
Level of Performance Exceeds Most Users' Needs
Advances in information technology have, to a large degree, exceeded the requirements and needs
of many users and organizations. A growing body of literature indicates that this might be the case
for both individuals (e.g., Norman, 1998) and organizations (e.g., Carr, 2003). Norman (1998)
suggests that as the functionality of new IT products exceed users' needs, and as the price of sys-
tems decrease, the competition becomes more oriented towards enhancing the users' experience
rather than towards improving functionality. Once IT provides all the required features at ever-
decreasing prices, considerations of convenience and reliability, and, later, of appearance and sym-
bolic ownership become more important. Norman compares this process to the state of the watch
industry, which long ago passed users' technological requirements: watches are now often mar-
keted as fashion accessories or so as to provoke emotion.
Carr (2003) indicates that similar developments occur at the organizational level: price reduc-
tions, sufficient functionality, and more sophisticated consumers lead to the commoditization of
IT. While Carr's prescriptions for IT strategy have been heavily debated, his description of the
developments in the field applies to many organizations. Many of Carr's critics indicate that it is
not IT per se that creates strategic advantage; rather, it is how organizations harness its potential
that helps differentiate them from the competition. This does not diminish the potential contribu-
tion of aesthetic design. To the contrary, aesthetics can become an important tool for differentiat-
ing IT products. A notable example of differentiating by aesthetics is the success of the iMac,
which has been attributed to the shift in emphasis from performance and reliability to aesthetics
and style (Postrel, 2002).
To a large extent, the use of aesthetics as a differentiating factor resembles similarly crowded
markets where “aesthetics is often the only way to make a product stand out” (Postrel, 2002, p. 2).
According to this view, aesthetics may not overcome bad usability, unreliable systems, or signif-
icant lack of features, but it matters when all else is equal. And, allowing for a slight overgener-
alization, “all else is equal” is becoming the state of affairs in the rapidly commoditized IT market.
Many Aesthetically Based Evaluations Are Fast and Persistent
Previous research in MIS and in HCI largely presumed that human decision making relies entirely
on cognitive processes. Current findings and theories, however, portray a different picture. Recent
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