The psychology of the influence of external forms on the conscious reactions of the masses is so far usually considered only when, as often happens, the most fundamental demands are violated; for instance, when objects which are to give the impression of ease are painted in colors which give a heavy, clumsy appearance, or vice versa, when book-bindings are lettered in archaic type which makes the reading of the title impossible for a passer-by, and in many similar antipsychological absurdities which any stroll through the streets of a modern city forces on us.
Source: wiktionary