Aesthetics

Aesthetics—particularly a design's aesthetic, reflects the nuances of what a brand is trying to achieve in its branding/visuals/context. Aesthetics are the look and feel of a design and all the emotions that come along with it. An aesthetic can be playful, dark and serious, simple and minimal, loud and colorful, and so much more. Aesthetics depend on the tonality of a brand which is then reflected in marketing collateral or web design.