I often talk about beauty, in my work as a marketer and an advisor to clients.
Why does beauty--that of an extraordinary sunset, for example--affect us so deeply?
Beauty inspires us, by reminding us that the extraordinary is possible.
Beauty is uncommon enough that it puts us in awe. It brings us face-to-face, as F. Scott Fitzgerald put it so well, with something "commensurate with our capacity for wonder."
Beauty assures us that life offers it, and that we can find more if we seek more.
It affirms that while life is far from perfect, it offers many nearly-perfect things.
When the beauty is a human creation, it reminds us of what we can accomplish. It raises our standards, and our hopes, and speaks well of us.
When we own something beautiful, it acts as a mirror that reflects on us; we feel that it is a part of us, and we are part of it.