Designer’s Toolkit #7 - Aesthetics

Not just taste. Not just vibes.

Ever scroll through a design feed and think: "That feels 90s." Or "That has Apple energy." Or "That font is giving vintage Soviet public service announcement."

Congrats — you're reading design.

Aesthetic literacy isn’t just knowing what looks good. It’s the ability to recognize visual language, spot its cultural baggage, and use it with intention.

Whether you're building a brand, an interface, a physical product, or a space — aesthetic literacy helps you borrow, remix, and communicate in ways that make people feel something.

What is AESTHETIC LITERACY?

Aesthetic literacy is the skill of understanding and applying styles with purpose.

It's the difference between "I like this because it's pretty" and "This references Memphis design to signal playful rebellion against corporate minimalism."

Design isn’t created in a vacuum — it’s a conversation with what came before. The more fluent you are, the better you can speak.

5 Key Concepts Designers Can Steal from AESTHETICS:

1. Style Is Language
   Every aesthetic has a tone, a history, and an emotional payload. Know what you're saying.
   

   Ask: What does this style reference? What does it signal to people who recognize it?

2. Trends Are Dialects
   Trends aren’t just what’s “in” — they’re stylistic mutations. Study how and why they evolve.
   

   Ask: What’s this trend responding to? What mood or backlash does it reflect?

3. Borrow Intelligently, Not Blindly
   It’s okay to remix — it’s not okay to paste without context. Respect where styles come from.
   

   Ask: Am I using this style with understanding, or just because it’s popular?

4. Aesthetics ≠ Branding, But They Talk
   Don’t just dress your design — embody the message. Match tone to meaning.
   

   Ask: Does this look align with what the design is trying to say or do?

5. Be Fluent Enough to Break the Rules
   Want to stand out? Know what you’re breaking away from. Disruption works best when it’s intentional.
   

   Ask: Am I subverting a style — or just doing it badly?

Monkey Brain Takeaway:

Being fluent in aesthetics is like knowing design memes — the deeper your references, the smarter your jokes.

Next time you're designing, don’t just ask "Does this look cool?" Ask "What language am I speaking — and who’s listening?"

Tags:

VISUAL Design • UX/UI • FASHION • ARCHITECTURE • PRODUCT DESIGN