Whenever I look at an item, in my head the first thing that will attract me is its beauty. After that I consider it is will be useful and simple.
The BUS way of looking at things is not unique to only me. Most of us have our first impressions shaped by this way.
For creating eLearning courses, beauty can be a major attraction or turn off.
Check out this post for 12 Design Tools to make beautiful eLearning courses.