1. The beauty of form
Korean clothes are in general flat tailored. When cubical-shaped individuals wear clothes, the spare part of the clothes is horizontally folded. These lines appear to our eyes as curved lines. Straight lines may appear to be simple and cold, while curved lines look softer and more noble. There are many examples of Korean clothes that use curved lines, such as the curves of JEOGORI(jacket), DURUMAGI(women's outer coat), Chima(long skirt), the large sleeves of Dopo(men's outer coat), etc. Curved lines of clothes also prevent the clothes from directly contacting the skin and provides spare room for comfort.

2. The beauty of colour
Korean clothing patterns uses dark coloured dyes as well as tinted dyes. As Korea has four distinct seasons, people were sensitive to colours. They used dark coloured dyes for official costumes. Dyes with dark colours were a result of influence from China, nonetheless the colour remained a little different from china's. Chinese colours were darker and stronger, whereas Korean colours were softer and brighter. This resulted from the mixture of the original Chinese dye with local Korean dyes. However, the most preferred colour in Korea was white. “White”symbolized many beliefs in Korean minds.

3. The beauty of design
In the JOSEON Dynasty, the design of clothes gave an additional effect to the material, colour, and pattern of the clothes. There were designs expressing nature, plants, animals, geometries, etc. These designs were those that could easily be found and naturally produced. The natural(artlessness) and inncent designs increased the beauty of the clothes.