Aesthetic concepts

I’m going to try to explain to my non-designer boss the idea of an aesthetic concept and it got me thinking about them again. I’ve always made an aesthetic concept around what my client asks me for. However, I’ve been surprised at how many designers are unable to discuss the look of a product beyond, “I like it”. Another thing that I’m curious about is what categories others use in their aesthetic concept.

Here are my questions:

  1. Do you or your company use aesthetic concepts for your projects?

  2. If yes, what categories do you use? I always have form, detail, color, material.

Thanks!