The preference for the golden rectangle was considerably stronger among introverts than among extroverts, suggesting that our aesthetic drive is hard-wired in our brain.
Death and the maiden (aluminium plate etching) explain the craze for the golden rectangle by the importance of face recognition, and the shape of our visual field.
Art isn't always right. Counter argument.
The secret face of the golden ratio is smiling eyes.
What makes us see pleasure in a smiling perfect rectangle ?