Esthetic principles describe the levels or combination of design dimensions that are esthetically appreciated. Current principles focus on dimensions connected to product design itself (e.g., unity and variety) or dimensions that refer to a product design's relationship to other product designs (e.g., typicality and novelty). However, product design also has a social significance—they help consumers shape their identity—and this social dimension has hitherto been overlooked in research on esthetic appreciation. In this paper, we propose and investigate the social esthetic principle “Autonomous, yet Connected.” In four studies, we show that a product's design leads to the highest esthetic appreciation if it strikes an optimal balance between nurturing the two seemingly opposite needs for connectedness and autonomy. Further, we show how conditions of safety and risk moderate the effects of the principle, which suggests our principle may have evolutionary grounding.

There is a lack of consistency regarding the scales used to measure aesthetic pleasure within design. They are often chosen ad hoc or adopted from other research fields without being validated for designed artifacts. Moreover, many scales do not measure aesthetic pleasure in isolation, but instead include its determinants (e.g., novelty). Therefore, we developed a new scale to measure aesthetic pleasure and included scales to measure its known determinants for discriminant validity purposes, which automatically led to validating these determinants as well. In the exploratory phase, we identified highly reliable items representative of aesthetic pleasure and its determinants across product categories. In the validation phase, we confirmed these findings across different countries (Australia, the Netherlands, and Taiwan). The final scale consists of 5 items, "beautiful," "attractive," "pleasing to see," "nice to see," and "like to look at," that together reliably capture the construct of aesthetic pleasure. Several recommendations are formulated regarding the application of this scale in design studies and beyond.