Experimental UI Design Course

Day 6: Aesthetic Analysis

Developing critical analysis skills for design evaluation

📚 Study (15 min)

Read John Berger's "Ways of Seeing" introduction

✏️ Practice (15 min)

Choose 3 websites from Awwwards and write aesthetic critiques using the 4-question framework

🔗 Resource

Review Active Theory's portfolio for analysis examples

Critical Design Analysis

Critical analysis skills separate designers who can copy trends from those who can create original aesthetic languages. Berger's "Ways of Seeing" reveals how context, culture, and personal experience shape visual perception. Understanding these factors helps you analyze why certain designs resonate and others fall flat.

Develop your critical eye using this 4-question framework for each site: 1) What emotion does this immediately evoke? 2) What specific visual elements create that emotion? 3) Who is the intended audience and how do cultural assumptions influence the design? 4) What would happen if you changed one major element - would the emotional impact shift?

Choose sites from different categories on Awwwards - maybe a luxury brand, a tech startup, and an art portfolio. Look beyond surface aesthetics to understand decision-making logic. Why did the luxury brand choose serif fonts and muted colors? How does the tech startup use bright gradients to signal innovation? Active Theory's portfolio demonstrates how thoughtful analysis leads to strategic design choices. Write your critiques as short paragraphs, focusing on emotional impact rather than technical implementation. This analytical approach becomes crucial for developing your personal aesthetic philosophy.

The 4-Question Analysis Framework

  1. What emotion does this immediately evoke?

    First impressions matter. Document your visceral reaction before analytical thinking kicks in.

  2. What specific visual elements create that emotion?

    Identify concrete design decisions: color, typography, spacing, imagery, movement.

  3. Who is the intended audience and how do cultural assumptions influence the design?

    Consider demographic, cultural context, and industry expectations.

  4. What would happen if you changed one major element?

    Mental experiments reveal which elements are load-bearing for the design.

Example Critique Structure

Site: Luxury Fashion Brand

Immediate Emotion: Exclusive sophistication with subtle warmth

Visual Elements: Didot serif headlines create editorial elegance. Generous whitespace suggests luxury through absence. Muted beige palette feels expensive yet approachable. Slow fade transitions mirror the unhurried lifestyle of target audience.

Cultural Context: Appeals to established wealth rather than new money. European aesthetic sensibilities dominate. Assumes audience values craft over technology.

Change Experiment: Replacing serif with sans-serif would shift from heritage luxury to contemporary minimalism, potentially alienating core audience while attracting younger demographics.

Analysis Best Practices

  • Avoid generic descriptions like "clean" or "modern"
  • Connect visual choices to business/communication goals
  • Consider what's absent as much as what's present
  • Question your own cultural biases in interpretation
  • Look for tensions between different design elements

Key Takeaways

  • Critical analysis transforms passive viewing into active learning
  • Understanding "why" behind design choices matters more than "what"
  • Cultural context shapes both creation and interpretation of design
  • Systematic analysis develops intuitive design sensibilities