I think aesthetics are like paradigms. They start developing as soon as we are born, the things we see, the emotions we feel, the colors we taste, the smell we hear. Like paradigms, aesthetics mostly changes and adapts itself to the environment and to the society.

While working with various designers and clients, I seem to notice that the less you know about design, the more your individual aesthetics sense comes to the forefront. For example, a couple of years ago a client of mine was quite adamant to use the color red in his poster which was for his spa.

It seemed to clash with my tinted aesthetics sense – databases of colour theory knowledge – using peaceful soothing blues to denote peace, calmness; lighter shade of blue would also reflect pureness, lightness and tranquility. But how was I to convince this client?