It is argued that Kull’s approach to aesthetics complements a cognitive semiotic approach to culture. The concept of ‘ecological, semiotic fitting’ allows us to connect the three main concepts of beauty we encounter in discussions about the aesthetic, where the term beauty is, firstly, used to refer a positive experience in relation to what is perceived, or, secondly, to a positive experience in relation to an intentional action or, thirdly, to a positive experience in relation to a sense making process. (...) Kull makes a strong case for the ‘ecological, semiotic fitting’ being the common underlying structure of all three manifestations of the aesthetic. (shrink)