=aesthetics =art =architecture
There are 2 basic components of aesthetics: representation and intentionality.
Representation can be divided 
	into universal and particular representation.
A statue of a human or 
	a dog will generally be more attractive than a statue of a centipede or a 
	housefly. These are "universal" instances of representation.
If you make a painting of Mao 
	Zedong, there's a high chance that some people will like it and others will 
	dislike it based on what kind of political statement it seems to be making. 
	This sentiment is based on the impression of having an ally or enemy in a 
	conflict which is generally zero-sum. Also, such meaning is situational: if 
	you use an ancient flag in a painting, it will mean nothing to most people 
	except a vague impression of unfamiliarity and distance. These are  
	"particular" representational aesthetics. If making something such as 
	architecture which will be used by many people for a long time, it's risky 
	to use them.
To add intentionality, simply 
	choose some legible rules, and apply them repeatedly and consistently. In 
	the case of abstract rules, this can said more precisely as: choose some 
	invariants, and apply them in a way that maximizes the effective entropy 
	reduction from invariants relative to a baseline entropy determined by 
	perceived 
	complexity.
A solid color follows a rule, but it only follows one 
	rule one time. That's enough for it to not be ugly, but not enough for it to 
	be attractive or interesting. If the rule is mostly followed but then broken 
	by stains or chipped paint, then the result is ugly. There's also some 
	representation present in how the original design has been perturbed: a wall 
	with bullet holes is less attractive than cracked paint on an old shrine in 
	Japan, because of the message implied. If you break the pattern of a wall 
	with something that looks like mold, the aesthetic result is worse than 
	random changes, because mold is unappealing.
A circle is rotationally symmetric. A 
	circle centered in a square is more aesthetic than just a square, because it 
	has more kinds of symmetry. Lots of circles in a solid color has many 
	instances of symmetry, as well as repetition, and "polka dot" patterns are 
	sometimes used for clothing. Other shapes with rotational symmetry (such as 
	stars) also work.
Humans and mammals have bilateral symmetry, so 
	there's a particular appeal to bilataral symmetry, but other kinds of 
	symmetry are also aesthetic. Spirals are also appealing, as long as they 
	follow a consistent rule for their pattern.
A straight 
	line shows some intentionality in its straightness. Multiple parallel lines 
	are better, because straightness is repeated, there's repetition, and 
	they're parallel. Multiple sine waves also work. If you try to maximize the 
	patterns present in repeated straight lines, one result is a
	plaid pattern, which is 
	sometimes used for clothing.
A brick wall is more aesthetic than a 
	pile of bricks, because it has a consistent pattern and a flat surface. A 
	wall made of stones with various shapes is more aesthetic when gaps between 
	the stones are small, because the rule of having small gaps between stones 
	is being followed even in a poorly-made wall, and following that rule better is more aesthetic. 
	A lattice brick wall is aesthetic, so the problem is not the presence of 
	holes per se, but the failure to follow a pattern being established.
	A skyscraper with a hierarchical pattern of square windows in squares is 
	more aesthetic than a skyscraper where the entire exterior is large sheets 
	of glass, because more rules are being applied more times, so more 
	intentionality is visible. That uniform exterior style is sometimes thought 
	to be chosen for practicality, but that's incorrect: large sheets of glass 
	are more expensive and worse at insulation than many smaller sheets of glass 
	in a wall, and balconies are desirable. Some architects adopted the 
	elimination of visible exterior patterns as countersignalling and novelty, 
	and some companies want to mimic the companies whose architects adopted that 
	style. When buildings are designed for profitability without regard to 
	exterior aesthetics, they look more like
	
	Hong Kong apartments. When exterior aesthetics are designed to give an 
	acceptable impression to typical home buyers at low cost, the result is 
	something like a
	
	Texas donut, or a japanese
	
	マンション with maximum balcony.
When people are dancing, having 
	multiple people doing the same movements together (or mirrored versions of 
	the same movements) has more intentionality than a single person doing the 
	same movements, which makes that more aesthetic. It's also possible to have 
	more complex patterns where the movements are partly matched and the 
	mismatches follow a pattern. By the same principle, a pair of matching 
	skyscrapers on opposite sides of a road is more aesthetic than a single one, 
	but that's uncommon, because a single skyscraper is already a big project, 
	coordination between different developers is difficult, architects typically 
	want to make unique buildings, and exterior aesthetic benefits are mostly 
	externalities.
It's obviously possible to 
	combine both elements.
Humans have bilateral symmetry. Flowers have 
	rotational symmetry. Patterns with many abstract flowers on them are 
	sometimes used for clothing and wallpaper. (These are simple examples; art 
	is often much more complex.) High-accuracy representation is also a kind of 
	intentionality, so realistic charcoal portraits are often considered 
	aesthetic.
Humans are good at pattern 
	recognition, and can recognize the intentionality of complex rules. Complex 
	fractals such as the 
	Mandelbrot set and 
	Buddhabrot are generally considered aesthetic. When randomness isn't 
	overused,
	
	generating patterns with code is often aesthetic, because the rules 
	written into code are being followed many times, consistently.
It's 
	also possible to represent things by the choice of rules. For example, when 
	a tree branches, the total cross-section stays the same. So, any 2d figure 
	where a line branches and sum(width^2) is constant alludes to a tree. Humans 
	generally like trees, so the result of that allusion is generally appealing.