All objects may be found containing aesthetic qualities but without focused attention onthese qualities these may be of little relevance aesthetically Stimulation of senses will eventually lead to focused attention
Perceivable features of the structural composition of the object or environmentFormal qualities ? Color proportions Shape Texture Balance Rhythm Line
It represents emotions. ..evoke emotions in the appreciatorExpressive qualities ? It may be inherent in the form or learned It may be due to responses
excite the brain…thus high intensity colorsIntense colors like redmay be perceived as exciting due to their associated physicalresponse to the body
It is also important to notice… in what context an image is seen.Red as the foreground attracts the viewer…Red as the background detracts the viewer
The overlap between the two circles expresses tensionbecause of the tension between the two spheres of force
The color yellow expresses thefeeling of warmth because ofthe physical warmth felt whenexposed to sun.
In the Indian culture red dot(bindi) & sindoor symbolized themarital status of women.
Certain formal qualities mayexpress or evokeemotions because of learnedassociation shared by a group.
Red, white & blue may express loyalty & express or evoke the feeling ofAmericans as these are the colors of the US flag. These three colorsmay have less effect on other groups.The same happens with orange, white & green that expresses theemotions of the Indians as a group.
Symbols are signs that represent something. They communicate an idea about the world.Symbolic qualities? Symbolic qualities are again individuals Personal interpretation about anything
Symbolic qualitiesRealistic Non realisticrepresentation representation(Accurate depiction of the (It captures the qualities/contentvisual qualities) of the object Stylized & abstract imagesAre real images
Real representation Abstract representation Stylized representation
…..the bottom-line is thatThe perception or understanding ofaesthetics is very personal but it is oftendirected by an individual’s socio-culturalenvironment
One can look at aesthetics from instrumental or non instrumental perspective as well… Instrumental qualities are the utilitarian qualities which led an individual toNon-instrumental achieve a goal or purpose other that the aestheticqualities are the qualities. non-utilititarianqualities which leads to pleasure &satisfaction
Aesthetic experience affects three aspects of the individualthe body Stimulating the senses of the body the mind Activating the thought process the soul Arousing or expressing the feeling of the soul
Se lik nso rec e ey ry re v. es, cep inf ea to o rs, rs sk in s object ive brain ce re & Consists of ain o .it physical & Br e inf es . s or electrical th cod nize tes connections de cog ina re crim dis Pleasure can result - body Stimulation of the sensory receptors of the bodyRecognition & discrimination of those sensationsby the brain
The mind consists of the cognitive or the thoughtprocessThe mind and the brain are inter- relatedThe pleasure & satisfaction from activating the mind resultsfrom more advanced mental processes ofunderstanding & creating content orsymbolic meaning.
The soul refers to the non-physical entity which cannot bephysically sensedPleasure can come from Expressing feelings Arousing emotions
The music lacks soul !!! The eyes are windows to the soul!!!Smells like teen spirit !!! Touches the soul!!!
while stimulating the senses is one way ofOther factors that contribute creating aestheticto aesthetic experience experience, arousing emotions & expressing feelings are also factors in aesthetic experience
• The essence of emotional experience is captured using dimensions like - Pleasure - Arousal
Pleasure is a positive experience One finds it pleasurable to spend time with friends, listening to music, painting, ,meditating etc.
Multi sensory aspect of a product also affects the level of arousal or energyBright colors are more energetic than dull colors Patriotic songs are more energetic that any other song than can arouse your emotions.
The essence of cognitive experience iscaptured using dimensions like - Reality - Fantasy - Entertainment
It is existence of anything as an object or a fact Reality is again a subjective matter.
Aesthetic experience is also communicated through fantasy.For eg. Halloween costume, Haute couture which help the viewerto visualize a different world altogetherProducts such as movies, CDs, books are valued for theirstimulation of the imagery
enjoying creativeEntertainment involvesaspect of a product or environment
• Aesthetic Value • Instrumental value Aesthetic or non Instrumental instrumental values are (utilitarian benefit) rewarding and result from the pleasurable in achievement of themselves. some goal or purpose other than aesthetic experience
Both aesthetic and instrumental values arederived from the formal, expressive &symbolic qualities of a product orenvironment.
• Aesthetic value • Instrumental value - sensual pleasure - physical comfort - beauty - physical protection & safety - Quality - Efficiency - Attractiveness to opposite sex
Sensual pleasure contributing to aesthetic valueFormal qualities of a productmay provide aestheticsatisfaction due to pleasure ofsenses.- smell of coffee- musical melody- silky texture of ice cream- satin against skin- ride of a motorbike FORMAL QUALITIES
Beauty contributing to aesthetic valueHumans around theworld have a desire tobeautify the body.Undergoingliposuction, bleachingone’s skin, wearingfigure enhancingapparel contribute inenhancing the beautyof human body. FORMAL QUALITIES
Instrumental value - physical comfort- physical protection & safety- Quality- Efficiency- Attractiveness to opposite sex FORMAL QUALITIES
Physical comfortIt is separate from aesthetics, because it doesnot address enhanced pleasurable sensation.However a product may offer both comfort &pleasurable sensations. For eg a storeenvironment, sports shoes, automobiles etc FORMAL QUALITIES
Running shoes may be purchased toreach the goal/marathon within thedesired time. FORMAL QUALITIES
The shape of a pointed shoe pinches the toe and limits the wearers abilityto walk FORMAL QUALITIES
Physical protection & safety• Apparel protects the wearer from physical harm.• Bitter/sour taste of food indicates you that the food has gone bad or poisonous FORMAL QUALITIES
Quality (superiority or excellence)• Quality helps assure that a consumer made a wise decision while making the purchase.• Formal attributes of apparel such as fabric, seams, color, pattern determines the quality of product during purchase. Consumers also depend on attributes like price, brand name, or level of advertising to make a final decision.• Durability of product during the use also determines the quality. For eg. Mattress, cushions, tyre. FORMAL QUALITIES
EfficiencyIt is the ratio of output to input. Itincludes money, time & effort.egFormal aspect of microwave helps insaving time, effort and still gives a goodoutput.Arrangement of coordinated ensemblesat a store.Directions given through carpet on thefloors of stores FORMAL QUALITIES
Attractiveness to opposite sex• Like any other species, human beings use their physical appearance to attract the opposite sex.
Expressive qualities & aesthetic value• Aroused emotion The vivid and bold patterns of pro – wrestling costumes arouse excitement among the spectators.• Creative emotion Artists such as actors, musicians may feel emotionally drained after a performance.
Expressive qualities & instrumental value• Reflected emotions: products & apparel are used to reflect emotions. Eg. Red outfit during wedding reflects the mod of marriage or celebration.• Elevated emotion: The expressive qualities of a product may help one get through a rough day. Eg. Music with quick tempo, smell of a coffee.• Spiritual emotions: Products and environment also contributes to spiritual pleasure. eg. Temple, cathedral etc.
Symbolic qualitiesAesthetic value & instrumental value
• Aesthetic value • Instrumental value- Identity - Self acceptance- Alternative existence - Status Social acceptance or affiliation - Spiritual protection
• Identity : Aesthetic products can communicate identity.
• Alternative existence: Apparel products like wedding gowns, football jerseys supports an alternative existence.
Symbolic qualities & instrumental value• Self acceptance: The symbolic qualities of a product may affect self acceptance. Self esteem of self acceptance is affected by evaluating one’s personal character. A consumer may like the overcoat but the fact that the material used for making the overcoat is derived from an animal skin can lead to decision of disliking Due to ethical reasons.
• Status: the acquisition of a product also symbolized the status of a person.
• Social acceptance or affiliation: Affiliation is generally accomplished by showing similarity to others within a social group.• Wearing current fashion or identifying symbols of a social group may lead to social acceptance or affiliation.• Employees may dress similarly in business situation to be accepted within the organization.• Indian started wearing cotton to be accepted or be a part of the Indian movement for freedom led by Gandhiji.
• Spiritual expression : we tend to tie garlic, chilies, lemon on our door…to ward off evil spirits.• These things may prove a sense of psychological comfort
• Stimulation of senses like sight, touch, kinesthetic, smell, hearing, and taste provides a holistic environment and leads to an aesthetic experience.• This is referred to as a multi sensory experience. This can be fostered by interaction between apparel, body & mind.