“OMG I love your aesthetic!” one user comments. “What filter is your feed?” says another. Instagram aesthetics have been around for a while now, but in recent years they’ve become almost vital to the success or brands and bloggers worldwide.

Aesthetics are “a branch of philosophy that explore the nature of art, beauty, and taste, with the creation and appreciation of beauty”. Artists over the years have dabbled in them, finding a specific taste and style that suits their creative minds. Companies have used them in their personal branding, matching their shopping bags to their posters and signs.

But why are people attracted to aesthetics, and more importantly, to perfectly curated social media feeds? According to the American Psychological Association, “art is a human phenomenon, and therefore aesthetic is fundamentally a psychological process”. People are drawn in to such Instagram feeds by the human eye. There are numerous websites out there teaching users how to get the ‘perfect’ feed, explaining that the human eye is drawn to simple forms and repetitive patterns.

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