Yaron Schoen :
It is recommended to build your web app taking aesthetics into account. If your couch is extremely comfortable, but looks really disgusting, no one will want to sit on it. So obviously if your site is a serious publication, but you use Comic Sans, it’s going to be hard to take you seriously.
But what about soul?
Using the proper techniques will always yield good results. But perhaps what turns a good product into a great one is the culture that is injected by the creator’s soul and need for expression.