Don Norman points out some of the misconceptions of style in a good piece called Great Design Always Means Great Style. He concludes:

There are many dimensions to great design, but great style is certainly among the most important. Style in appearance, style in behavior, style in the manner of interaction – style in every aspect of the product or service. Great style requires careful deliberate specification and then attention to all the details that result, for everything must be coherent, everything must be consistent with the chosen style. Call it personality, call it the voice of the product, call it the persona of the product, call it what you will: great design always means great style. Honest, coherent, and consistent.