It doesn't have to be a pleasant aesthetic or visual. It could be anything from a full image to a font used on a resume to the choice of words used in general to the way the email address sounds if you pronounce it out loud. It can be the sequence of smells, sounds, sights, taste, and feel of a single course or five course meal.

It can be puppets designed to last generations or an explosion that exists for a brief moment.

It can even be the cleverness of how a message is woven into an otherwise meaningless looking scene.