ABSTRACT
This chapter provides the complex relationships between technology and aesthetics, to develop analytical approaches to the aesthetic of ubiquitous digital semiotic technologies, and to increase reflexivity on the role of software and templates in making websites aesthetic in contemporary digital communication. The aesthetic dimension has gained increasing importance in late capitalist society. Their aesthetic qualities arise from a number of interconnected choices, importantly photographic quality, colour, typography and the spatial co-orchestrations of words and photographs. The mode of writing is also an important part of the aesthetic of the template. The template presents itself as a coherent whole, where the layout functions as an aesthetic semiotic regime; all images, text, layout, links, and other resources are readily organized in a well-balanced manner. Thus, writing plays a significant role in the templatized aesthetic of Wix. Wix's Model Users are socially positioned as sharing or sympathizing with these interests. A significant resource in Wix is the use of professional stock photographs.
