Lately, every app is “beautiful”. If you read tech news, you’ve seen this pageant: Beautiful charts and graphs. Beautiful stories. Beautiful texting. Beautiful notebooks. Beautiful battery information.
Aspiring to beauty in our designs is admirable. But it doesn’t guarantee usability, nor is it a product or marketing strategy. Like “simple” and “easy” before it, “beautiful” says very little about the product. How many people, fed up with PowerPoint, cry out in frustration, “If only it were more beautiful”?
At best, the problem is simple: No one has figured out how to describe their product effectively. For example, Write, a note-taking app, describes itself as “a beautiful home for all your notes,” which doesn’t say much about why one might want it. Macworld describes it as “Easy Markdown Writing for Dropbox Users.” That’s both concise and specific: If you like Markdown and use Dropbox, you’ll read more.