Look and Feel requirements for a BA The look and requirements show what a product or service wants to show for the customer related to its appearance, spirit, and mood. All the following characteristics are very important to reach the goal: Appears to be simple to use; Approachable, so that people do not hesitate to use it; Authoritative, so that users feel they can rely on it and trust it; Conforming to the client’s other products; Attractive to children or some other specific group; Unobtrusive, so that people are not aware of it; Innovative and appearing to be state of the art; Professional looking; Exciting; Cool