Aesthetic Fundamentals

Central to every created achievement and marketed product is an expression of aesthetic design.

Entrepreneurs should not underestimate the value of aesthetics, the philosophy of art, beauty and taste, because contributes to creating a framework for all of the design elements of your businesses.

Aesthetic design principles include examining the following elements with the aim of perfecting; ornamentation, edge delineation, texture, flow, solemnity, symmetry, color, granularity, the interaction of sunlight and shadows, transcendence, and harmony.

The study of aesthetics encourages business leaders to allocate the time and resources to ensure that their products, among all other aspects of the business, are created beautifully.

The goal is to produce a solution that successfully balances these elements in a way that meaningfully pleases an audience and drives them to become paying customers.  

Human beings are naturally predisposed to appreciate and engage with things which are deemed beautiful. So it is fundamental for businesses to make sure that their brand and products be considered beautiful in the eyes of their customers. 

Determining the aesthetic quality of anything is achieved through reflective judgment.

According to a good friend, Emmanuel Kant, four possible reflective judgments can be made of any particular created thing.


A.    The Agreeable

The agreeable represents a purely sensory judgment, which is subjective by nature and based on inclination alone. 


B.    The Good

The good represents an ethical judgment that the object conforms with the moral law, which for Kant is logically consistent with an absolute notion of reason. 


C.    The Beautiful

The beautiful and the sublime occupy a space between the agreeable and the good. The Beautiful represents something that is designed with a purpose, and possesses a sense of finality that invokes a pleasurable reaction.

In this way, The Beautiful invokes a sense of universal shared recognition, even if it may not truly be shared. 


D.    The Sublime

Lastly, the sublime surpasses beautiful because it suggests formlessness and the absence of any limitation. A sublime object overwhelms the imagination by the sheer limitless immensity of what it represents.

Wonder and awe are provoked, and the sublime experience prompts us to momentarily question our experience, which is often followed by emotions of strength and vitality. 


Logically, no object can be said to be or encapsulate the sublime. The suggestion of the formless and infinite held within the sublime exceed what any object realistically can be.

However, through the rigorous efforts of business leaders and their design teams, companies can aim to create products which evoke this sense of the sublime. Achieving a sense of sublime can powerfully elevate the value of a business’ products and the conversation surrounding them.

The objective for entrepreneurs should be for their product to be of such a high aesthetic quality that it becomes a representative leader of the industry it is marketed within. 


Aspects of Taste


Producing beautiful products that touch the sublime requires examining specific aspects of taste that can elevate customer appreciation for your business and its’ products. 

Determining how to develop beautiful products that match market needs and surpass customer expectations, involves considering the four distinct aspects of taste; quality, quantity, purpose and satisfaction. 

Here, we examine each aspect of taste entrepreneurs should consider for their specific product development purposes in detail;



Represents a judgment of disinterested interest, in so far as quality is contemplative reflection and involves a judgment of satisfaction without reference to one’s desires or appetites. Disinterest should not be taken to mean indifference.

The quality of an object is a purely subjective judgement and can be characterized in a variety of ways ranging from its visual representation to its physical constitution. 



Since judgment of taste is often disinterested, it does not depend on personal factors or on peculiarities of our individual psychological constitution. Therefore, judgment of taste is a universal judgment, meaning that if something is deemed beautiful, all onlookers should find it to be so.

Although this cannot be proven, our judgment of beauty assumes the assent of others, even though the assent of others can only be given on the basis of each individual’s feelings. 



Beauty is often related to the purposiveness of an object. Particularly when the aesthetics of the object exceeds the expectations of the particular purpose the object is typically attributed with.

With that said, objects can also be deemed beautiful for being, and only being what they are designed to be. Objects can also be judged beautiful without arousing notions of pleasure from it’s particular aesthetic beauty.



Taste, and a judgment of beauty can also be related to how closely an object fulfills our preconceptions. This not only means how closely the object aligns to our expectations of its purpose, but how it's likeness aligns to other more familiar objects related to what we are judging.

In this way, the likeness of any object to another thing can have a real impact on our taste and judgment of whether it is, or is not, beautiful.


Examining how each aspect of taste affects the product development process can meaningfully help entrepreneurs ensure that their solutions will be positively received by the market. 

The point of placing value on aesthetics, and how its' principles impact product design, is centered upon not only producing positive reactions of your solution's perceived beauty, but also of it's perceived value.  

The more beautiful an object, product or solution is deemed to be, the more value it is deemed to innately possess and offer to potential customers. 

The important take-away for entrepreneurs is to recognize that human beings will gravitate towards solutions which are visibly representative of sound aesthetic fundamentals.

And, within the aesthetic framework is the fundamental belief that if anything is worth doing, it should be done beautifully, because in doing so it creates meaning for it's creator and customer.

Therefore, do not underestimate the value of aesthetic philosophy. Working to create beautiful solutions can not only improve your company sales performance, but also enhance your business's collective sense of purpose and team spirit.

Ultimately, the philosophy of aesthetics can produce a real impact on a business's ability to produce amazing products and provoke the imagination.

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