It is not merely the feeling that something is familiar. It is one step beyond that. It is something new, challenging, or surprising that opens a door into a feeling of comfort, meaning, or familiarity. It is called an aesthetic aha.

Derek Thompson
About This Quote

Aesthetics is the science of beauty, which means it’s all about feeling good. But you don’t have to be a scientist to feel good when you look at lovely things. Here are some of the ways to experience the art of aesthetics:

Source: Hit Makers: The Science Of Popularity In An Age Of Distraction

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