The Importance of Beauty


In a world of political turmoil, climate crisis and consumer anxiety, the question of beauty is as relevant as ever. Design professionals must rethink the role of beauty in their work. This book explores the relationship between beauty and design. Alan Moore, former head of art at Publicis in London, discusses the role of beauty in design and successful business. The importance of beauty is apparent from the title. It offers some useful advice on designing and creating beauty.

In his book Berkeley 1931, he argues that beauty is not an immediate sensible experience but a function of our intellect and practical activity. Ultimately, we must assess a thing’s suitability for use before we can determine whether it is beautiful. This is the basis of aesthetic judgment. In Berkeley’s view, beauty is not merely a physical experience, but a feeling. For the senses to be able to appreciate beauty, the mind must engage in practical activity.

Classical conceptions of beauty refer to symmetry and a harmonious whole. These conceptions are embodied in classical and neo-classical architecture, sculpture, and literature. According to Aristotle in his Metaphysics, the chief forms of beauty are symmetry and order. By this definition, beauty is universal and aesthetically pleasing. Those who experience beauty positively will purchase more and recommend more from that company, and they are also more likely to forgive a mistake.