Did you know that your car insurance premiums increase if you car is red as compared to a less striking colour like blue? I didn't, until my wife and I registered her car for insurance — that car happens to be red.
I found this interesting because I'm not the sort of person who would choose the colour red for a car just to stand out/speed around like I owned the road, and yet, the assumption is that the kinds of people who purchase and own red cars have a certain temperament that increases their chances of getting themselves in an accident.
What this reminded me of was the following: the aesthetic choices we make are never made within a vacuum. People will always carry assumptions into their interactions with what you create and the aesthetics the choose.
Will you choose red or will you choose blue in that design piece?
Will you choose a modern looking sans-serif or aged looking serif font for your article?
Will you choose harmony or dissonance in your musical composition?
The point in asking these questions is to draw out the reality that we not only have to consider our personal interactions with the aesthetics we choose, but we also have to consider the cultural context that those aesthetics are situated in. Colour, lighting, shapes, textures; all these things and more contribute to peoples' understanding of who you are and what you are trying to communicate.
Even to the extent that it will increase your monthly insurance bill.