Aesthetics

Aesthetics measures sensory appeal, without regard to usefulness. It is concerned with how the material looks and sounds – the beauty of its form and structure. These ideas are often linked to a specific culture and very subjective.

 Definition: http://www.merriam-webster.com/dictionary/aesthetics

1.  A branch of philosophy dealing with the nature of beauty, art, and taste and with the creation and appreciation of beauty 
2. A particular theory or conception of beauty or art: a particular taste for or approach to what is pleasing to the senses and especially sight 
3.  A pleasing appearance or effect: beauty

Central components

• Pleasure – delighting the senses, engaging. Does the mood match the purpose and audience?
• Style – following accepted rules regarding color, fonts, media, layout, white space, consistency, etc.
• Imagination – incorporating an unusual twist or metaphor. Is the theme clear and appropriate?
• Expertise – showing technical skill. Are media produced well and used appropriately? Is text large enough and readable? Is sound too loud or soft?

Universal signatures (Dutton)

1. Expertise or virtuosity. 
2. Non-utilitarian pleasure. Art for art's sake.
3. Style. Meeting rules of composition.
4. Criticism. Judging, appreciating, and interpreting.
5. Imitation. With a few exceptions, art imitates life.
6. Special focus. Aside from ordinary life, a dramatic focus of experience.
7. Imagination. Entertaining hypothetical worlds.

Readings

1. "Aesthetic Universals" – Denis Dutton
   from The Routledge Companion to Aesthetics, 2002
2. "Layout and Composition" pp. 1-21 – Jason Beaird
   from The Principles of Beautiful Web Design, 2007