This paper investigates emotional reaction of males to varying aesthetic design of the BlackBerry Pearl, a leading wireless smartphone solution (BlackBerry Pearl, 2007). Further, the paper empirically evaluates male preferences for the BlackBerry Pearl in different colours and overlay patterns. For the purpose of this paper, the term emotion is operationalized to refer to users' preferences based on instinct rather than intellect (i.e. the observer loves or hates the design at first glance), and does not necessarily