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Week6.2 DA2020
- 1. 1 How to Measure Aesthetic Preferences Design Aesthetics-week 6.2 Meng Li (李萌)
- 2. 2 Model of Aesthetic Preference What makes a product good listen to, pleasant to touch or use and nice to smell (or even taste)? -The perception level: unity-in-variety -The cognitive level: typicality-in-novelty -The social level: connectedness in uniqueness
- 3. 3 Maximum Effect for Minimum Means: the Aesthetics of Efficiency da Silva, O., Crilly, N., & Hekkert, P. (2016). Maximum effect for minimum means: The aesthetics of efficiency. Design Issues, 32(1), 41-51.
- 4. 4 How do you like these Designs? https://www.menti.com/i4seopn2ou
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- 6. 6 How do you like these Designs? https://www.menti.com/i4seopn2ou The light switch encourage energy conservation by showing a disrupted visual pattern The drink cups trigger human interaction because they are unstable unless rearranged all together The wall clock encourage prison inmates to express themselves by providing them with a “skin to tattoo”; it also reminds people to better appreciate time The water bottle reduces plastic waste by encouraging to avoid buying bottled drinks; it also promote drinking tap water
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- 8. 8 Aesthetic Appreciation • The aesthetic judgment of an artifact is typically interpreted as an evaluation of the artifact’s sensory properties. • Aesthetic appreciation of an artifact can be influenced by knowledge of the artifact’s purpose.
- 9. 9 Two different ways to appreciate an artifact • Their effect/ functionality • The way they achieve their effect / functionality “beauty does not necessarily lie in the best looking, but in the best acting”— Michael Faraday (1861)
- 10. 10 MEMM principle: maximum effect for minimum means • “Economy”, “efficiency”, “Occam’s razor” in product design • MEMM governs people’s aesthetic appreciation of a wide range of things, including: – Line drawing, literary metaphor, logical arguments, chess moves, architectural works, tennis serves, science experiments and mathematical demonstration • “The most” with “the least” vs. “less is more” • Means-effect relationship
- 11. 11 Beauty in coding The Obfuscated C Code
- 12. 12 Basics of the MEMM judgment • The Beauty in Conciseness: Minimalism • MEMM: the aesthetic judgment of a product is a judgment not of the product itself, but of the relationship between the product and the effect that it has. • If a certain effect is desired in the world, then a product can be designed as the means by which that effect is realized. • Designers exploit various resources to achieve the effects they want. • The perception of just one salient aspect as being minimal can suffice for a product to be judged minimal overall.
- 13. 13 Basic MEMM to Complexity “Proximal effect” and “distal effects” Maximal effect: more than one effect M-E and M-M-E
- 14. 14 Complex MEMM • “The aesthetic value of a knife consists not only of its visual qualities, but also of its feeling in my hand, determined by its surface texture, weight, and balance, • but most importantly by how smoothly and effortlessly I can cut an object because of the material, shape, length, texture, and weight of the blade and handle.” Saito, 2007, p. 27 Hekkert, P. (2017). PUUE lecture note. Pp. 6
- 15. 15 Predict aesthetic preference is more difficult when comparing designs vs. More effects Unexpectedness Inevitability
- 16. 16 How to measure aesthetic pleasure for designed artifacts? Blijlevens, J., Thurgood, C., Hekkert, P., Chen, L.-L., Leder, H., & Whitfield, T. W. A. (2017). The Aesthetic Pleasure in Design Scale: The development of a scale to measure aesthetic pleasure for designed artifacts. Psychology of Aesthetics, Creativity, and the Arts, 11(1), 86–98. https://doi.org/10.1037/aca0000098
- 17. 17 • AESTHETIC PLEASURE or BEAUTY = the successful co-existence or reconciliation between ‘safety’ (e.g. neophobia, familiarity, smoothness) and ‘accomplishment’ (e.g. neophilia, novelty, naturalness)
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- 19. 19 Aesthetic Pleasure Scale (camera as an example) English Mandarin English Mandarin Visually, . . . 在外觀視覺上 Novelty . . . this is a beautiful camera 這是一台漂亮的相機 . . . this is a novel camera 這是一台新奇的相機 . . . this is an attractive camera 這是一台具有吸引力的相機 . . . this design is original 這個設計是原創的 . . . this camera is pleasing to see 這台相機看起來讓人感到愉 快 . . . this is a new example of a camera 這是一個新的相機案例 . . . this camera is nice to see 這台相機看起來不錯 . . . this design is innovative 這個設計是創新的 . . . I like to look at this camera 我喜歡注視這台相機 Unity Typicality . . . this is a unified design 這個設計是一致的 . . . this is a typical camera 這是一台典型的相機 . . . this is an orderly design 這是一個整齊有序的設計 . . . this is representative of a camera 這是一台具有代表性的相機 . . . this is a coherent design 這是個連貫有條理的設計 . . . this design is common for a camera 這個設計對相機而言是常見 的 Variety . . . this is a standard design 這是一個標準的設計 . . . this design is made of different parts 這個設計是由不同元件形成的 . . . this is characteristic of a camera 這具有相機特徵 . . . this design conveys variety 這個設計傳達出多樣性 . . . this design is rich in elements 這個設計有豐富多元的元素
- 20. 20 Results of the Scale
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- 24. 24 Aware of the intention: MEMM
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- 28. 28 Next week • 审美的文化象征； • 农业社会审美观念：柔和、精致、小巧玲珑、高雅、庄重、均衡… • 工业社会审美观念：体量感、厚重感、功能感（几何感，机器感）、 张力感、结构感、动感（速度感）… • 后现代审美观念：生态设计、有机主义、反乌托邦… • 小组合作： – 3人一组，选择农业、工业、后现代个选择一种审美观念，分析典型案 例。 – Mural presentation https://app.mural.co/invitation/team/idejd5456?code=3e349cbdb8594 2d99d44883d514def15&sender=mli46786
- 29. 29 References • Lidwell, W., Holden, K., & Butler, J. (2010). Universal principles of design, revised and updated: 125 ways to enhance usability, influence perception, increase appeal, make better design decisions, and teach through design. Rockport Pub.
- 30. 30Christmas comes to Delft Questions?