(not in the sensation of it, or by means of a concept).

Now art has always a definite design of producing something. But if this something were bare sensation (something merely subjective), which is to be accompanied with pleasure, the product would please in the act of judgement only by mediation of sensible feeling. And again, if the design were directed towards the production of a definite Object, then, if this were attained by art, the Object would only please by means of concepts. But in both cases the art would not please in the mere act of judging; i.e. it would not please as beautiful, but as mechanical.

Hence the purposiveness in the product of beautiful art, although it is designed, must not seem to be designed; i.e. beautiful art must