Beauty is relative not only because of visual taste, but also because of who made it, where you saw it, when you saw it, and even who you saw it with.
Because emotions get involved.
In early adolescence, the beauty of that homemade chocolate cake made by the person we were in love with, just for us, is not really about the cake itself, even if it has already gone a little dry.
Its beauty comes from the fact that it was touched by their hands, that effort was put into it, and that it was made especially for us.
The emotional pleasure we receive changes our perception. We eat the cake gladly, together with a memory we will probably always remember.
Even later, if we know deep down that it was bad, whether or not we think, “What a terrible cake that was,” depends on how the relationship turned out.
You go to an exhibition. You are standing in front of a painting that normally would not catch your attention.
Then someone next to you, someone you know is more knowledgeable than you, makes a comment.
Because you trust their knowledge and experience, you find yourself staring at the painting with admiration.
Or maybe the watch you paid more for is probably the most beautiful watch you own.
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So beauty is specific to each person and each moment. It comes into being through a need. It is shaped by knowledge and experience.
In the end, we define our own sense of beauty.
When it comes to the beauty in a client’s design work, the tendencies that can block this creative process are choosing from ready-made templates, not trusting people who naturally have more experience in the subject, or trying to get the work done cheaply.
Ready-made templates may look current and eye-catching, but the reason they look that way is that they express the average perfectly.
Usually, people who do their work well, who are devoted to it, and who are emotionally connected to what they do, can know and express themselves so clearly that even without professional design support, there is no imitation or inconsistency in their work.
More importantly, they save the logo from standing alone. They fill it with their own presence and their own work.
So when we look at it, we know there is more there than what we see.
Not everyone has to have an amazing-looking logo or sign.
But if someone specifically wants that, they need to avoid imitation and give it a voice from within.
Looking for beauty outside of ourselves instead of inside ourselves will give us an average, unoriginal result.
When we remove the feeling that belongs specifically to us, there is no beauty left.
