Human aesthetic preference in the visual domain is reviewed from definitional,
methodological, empirical, and theoretical perspectives. Aesthetic science is distinguished
from the perception of art and from philosophical treatments of aesthetics. The strengths and
weaknesses of important behavioral techniques are presented and discussed, including two-
alternative forced-choice, rank order, subjective rating, production/adjustment, indirect, and
other tasks. Major findings are reviewed about preferences for colors (single colors, color …