Techniques are provided for decoding machine-readable optical codes that have an aesthetic component that is integrated into the codes themselves. In this manner, the machine-readable optical codes can be designed to be aesthetically pleasing and/or can convey information to human viewers, and can even be disguised so that they do not appear to be machine-readable optical codes at all. Such information can be (but need not be) distinct from the information encoded for reading by a machine, even when the information is integrated into the code itself. The techniques described herein can be applied to any type of machine-readable optical code.