“It’s My Fault” – You Can’t Blame Beauty

Readers of this blog know Sherpa!'s stance on the power of beautiful websites. Recently, Robert Scoble wrote an interesting blog on how Apple has created such a powerful Brand Promise of perfectly running machines that users are blaming themselves. We think he is giving Apple way too much credit (free loaner machines to promote pro-articles from journalist aside).

It is a common finding that users are more likely to blame themselves when an error appears on a screen. Think about it: when you were watching a computer novice navigate a website and an error appeared, didn't you notice how the person quickly questioned what *they* did. More than likely, the were quick to take the blame and state "What did I do now?" Furthermore, add the variable of a beautifully designed machine or website. It shouldn't be a surprise that people think any error is their fault before they blame such an amazing object of splendor!

As a reader of this blog you are probably shaking your head and saying this can't be true, that *you* don't blame yourself for such blatant errors, regardless of the beauty of a website or machine. Web-savvy reader, be careful of projection. Are you aware that you are not an average user, as blog reading isn't a norm just yet of the total web population? You are a probably a power web user, someone who has invested much time in the web or at least using the web. As a result, you are probably a bit more confident. When an error screen appears, your first reaction isn't what you did wrong for how could you do something wrong, you are technically savvy! Rather, you probably questioned what the stupid machine or website did wrong. Worse if it is an ugly one.

So, Robert, don't blame or give Apple too much credit for capitalizing on an expected human response to interfaces. They are not to blame, human anthropomorphizing is.