The Canadian Weblog Awards Criteria Series: 12 Factors In the Creation of an Aesthetically Pleasing Weblog

"The Criteria Series: 12 Factors In the Creation of an Aesthetically Pleasing Weblog":
The fourth instalment in our ten-part Canadian Weblog Awards Criteria Series is about the importance of weblog aesthetics. 40% of the jury's criteria for judging each weblog in the Canadian Weblog Awards is design-related, and the aesthetics element plays an incredibly important role in the life your weblog.

I have been asked why I have placed an emphasis on aesthetics specifically. Not everyone is a designer, and, if content is king, why demand that weblogs in the Canadian Weblog Awards be pleasing to the eye?