Beauty is aesthetic when a feeling is attached to it. Basically it doesn’t only look good, but it touches you. It goes one step beyond aesthetics. It transports you in some way. It’s not an agreed code: It brings in the immeasurable.
When something touches you, it moves you and your feelings, so beauty could be an interesting tool.
We need feelings. We need emotions. Without emotions we can’t be creative, and companies often forget this.