Wowie, look at the curves on that memorial. Now, that's some aesthetically pleasing architecture, at least according to CityLab editor Eric Jaffe. In an article on Fast Company, Jaffe wrote, "Curved design uses our brains to tug at our hearts." Jaffe bases this argument on a study led by a research team led by Oshin Vartanian at the University of Toronto at Scarborough. The researchers asked their subjects to label different rooms as either beautiful or not beautiful and found that people preferred rounded or curvy forms way more than square or pointy forms. No wonder Gehry's Guggenheim Museum caused architect Philip Johnson to burst into tears.