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.