What Makes a Map Look Good?
Most maps, particular newer ones, incorporate aesthetics in one way or another. While this element of mapping does not typically affect gameplay, it often makes the play more enjoyable. Art (like beauty) is in the eye of the beholder. However, here are some of the principles I use for visual appeal when I create maps.
2. Use textures consistently within a theme. Generally, try to texture a map based on its theme (e.g., tech-base, hellish, medieval-gothic), and avoid glaring discrepancies between textures of different themes. For example, in a tech-base map, avoid extensive use of, say, SKSNAKE textures and SFLR flats. Conversely, in hell-themed maps avoid extensive use of computer textures and flats. However, judicious use of cross-themed texturing also works well (e.g., the GATE flats work great as teleporters regardless of the theme). Also, there are some textures (e.g. the BRICK series) that can be used in a map with any theme.
3. Use a variety of textures and flats. Using the same texture or flats (textures for floors & ceilings) throughout the map is going to make it look monotonous. At the same time, picking textures at random or simply for the sake of using many textures can make for a hideous piece of work. Furthermore, take care not to use obviously clashing color schemes - the grey tech-textures would look incongruous side-by-side with the hellish red brick (e.g., SP_HOT1).
4. Good texture alignment is the hallmark of a seasoned mapper. Although this task can be considered a chore, it greatly contributes to the realism of a map. Horizontal and vertical alignment of textures is sometimes a painstaking task, but serves to create the illusion of a seamless and believable texture. Vertical mis-alignment in particluar can be quite obvious, and detracts from the quality of an otherwise good map.
5. Use contrasting textures to good effect. Using light-dark and color-contrasting combinations of textures and flats makes for a more interesting look. For example, if you have a room made up of grey walls avoid using a grey flat of the same shade (e.g., FLAT18-20, FLAT5_4) for the floor or ceiling of the room; using a darker shade of grey (e.g., FLAT3-4) would probably work just fine. Better yet, find a completely different flat that would serve (e.g., MFLR8_1 for the ceiling and FLAT5 for the floor).
6. Use decorations. An easy way to subtly transform the look of an area is to add decorations. The electric column is a good choice for tech-base maps; columns, the eye, and floating skull are good choices for hell- or medieval-themed maps. These are examples of decorations that affect gameplay primarily by blocking the player and enemies. Torches and lamps are examples of decorations that affect gameplay by changing the light levels (and blocking the player if they are in the player's path). Bodies of various enemies, which may be liberally sprinked around the map, are examples of decorations that have no impact on gameplay.
7. Vary your architecture. While many areas in DooM maps are essentially boxes, a skilled mapper can make you forget that you are in a box and create the illusion that you are in a room or corridor or outdoor area that could actually exist. Create overhangs and ledges, balconies and stairways, arches (to the extent possible by source ports and the original DooM/2 executables) and skylights, pillars and fountains. Some of these constructs affect gameplay (e.g. pillars and stairways), while others do not (e.g., overhangs and skylights), so keep that in mind while inserting architectural elements into your map.