Abstract
The appearance of mobile phone change the behavior of people how to use technology. From the computer to the mobile phone, communication media have already transformed. Due to the massive use of mobile devices, Brands have more willing to pay more attention on Apps. Among top 100 global brands reported by the Interbrand, 91% of them have released brand-related mobile apps in major app stores. Therefore, most of the famous brand have already seen App as the channel to contact consumer. This study is mainly focus on how app aesthetics impact brand experience. Based on the previous study about web-based aesthetics and the character of mobile devices, we classify the App aesthetics into three types: classical aesthetics is orderly and clearly, it also can help users to attain their goals efficiently. Expressive aesthetics can expressive the creativity of designers, it can provide sensory experience to users and break the design conventions. Interactive aesthetics can actively respond to users, it not only focus on visual experience but also holistic experience of its use. Due to the difference of three aesthetics, we also discuss how these aesthetics affect brand experience under different context of product type. And the results show that classical and interactive aesthetics will generate more brand experience when the product type is utilitarian than hedonic.