The reason for the success was the translation from a boring one-on-one task to a design appealing to human instincts of cooperation and competition.

FORBES: Zara, Microsoft And GORE-TEX - Tapping Real-Time Instincts

Under Watkins, the company tweaked the previous generation to a more appealing, Apple-like industrial design.

FORBES: Newly Competitive Seagate Spins New Ideas In Hard Drives

The speaker's cylindrical design also offers a visually appealing direct docking option.

ENGADGET: LG's 2013 AV lineup puts NFC into Blu-ray player, 9.1-channel home theater

Brands have been eagerly awaiting the new pages, which offer a much more visually appealing look to replace the current utilitarian design.

FORBES: Facebook Debuts New Timeline Pages for Brands

Apple seems to have a lock on a special formula that enables the company to design gadgets that are visually appealing and yet simple, while remaining distinct from the market.

FORBES: Checking Out An Android

Aside from feeling like a major league pitcher when going for the left-click, reviewers tending to find the unique shape "oddly appealing, " but did question the actual ergonomics of the design.

ENGADGET: Microsoft's Natural Wireless Laser Mouse 6000 gets reviewed

Smart design begins with a new, holistic design system that informs every aspect of the phone, from its visually appealing layout and motion to its function and hardware integration.

ENGADGET: Windows Phone 7 Series is official, and Microsoft is playing to win