It is only worth examining the experience of aesthetic pleasure if there are grounds for believing that there are objective truths underpinning the subjective experience of beauty. This book explores the roots of aesthetic perception within the framework of individual taste and collective fashion. Its aim is to offer mental tools for the critical analysis of buildings and urban configurations with the purpose of enhancing appreciation of the built environment. It is some of the recent branches of science and biomathematics which provide a platform for a theory of aesthetics which transcends the subjective without undermining subjectivity. Beauty is not arbitrary; there is a logic which informs its infinite variety of manifestations. It is not enough just to know what we like; the experience of beauty is that much richer when we know why we like it.