This paper focuses describes a valid, reliable, and feasible method for estimating the magnitudes of aesthetic effects. The work is need because it appears that traditional methods such as blue ribbon architectural juries, professional design review, and citizen participation work poorly. The correlation between the results of these traditional methods and public preferences has been about r = .09. However, when scientific protocols are used for design review, the correlation between the scientific results and public preferences rises to r = .79. Accordingly, a scientific protocol is suggested as a more valid and reliable method for evaluating aesthetic impacts.