Aesthetics rule. The basic elements of artistic composition are essential tools for the designer or architect. Correctly used, these elements direct the eye, draw in or repel the viewer, influence mood and behavior. Applying this concept to the hospitality industry, it can attract and keep your target clientele. Color, texture, form and line: elements of composition have irrefutable effect on the human brain. Those who have a developed aesthetic sense understand how this works. Those who are not so aware of these phenomena will still respond accordingly.