Aesthetics - II

All objects may be found containing aesthetic qualities but

without focused attention on

these 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 environment

Formal qualities

Color
Shape
Texture

proportions

Balance
Line

Rhythm

It represents emotions. ..evoke

emotions in the appreciator

Expressive qualities

It may be

inherent in the form

or

learned responses
It may be due to

excite the brainthus high intensity colors may be perceived as exciting due to their associated physical response to the body
Intense colors like red

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 tension because of the tension between the two spheres of force

The color yellow expresses the feeling of warmth because of the physical warmth felt when exposed to sun.

In the Indian culture red

marital status of women.

dot

(bindi) & sindoor symbolized the

Expression of patriotism

Certain formal qualities may

express or evoke emotions because of learned

association shared

by a group.

Red, white & blue may express loyalty & express or evoke the feeling of Americans as these are the colors of the US flag. These three colors may have less effect on other groups. The same happens with orange, white & green that expresses the emotions 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 qualities

Realistic representation
(Accurate depiction of the visual qualities)

Non realistic representation

(It captures the qualities/content of the object

Are real images

Stylized & abstract images

Real representation

Abstract representation

Stylized representation

..the bottom-line is that

The

perception or understanding of very personal but it is often

aesthetics is

directed by an

individuals socio-cultural

environment

One can look at aesthetics from

instrumental or non instrumental

perspective as well

Instrumental qualities are the utilitarian qualities

which led an individual to

Non-instrumental
qualities are the

achieve a goal or
purpose other that the aesthetic qualities.

non-utilititarian
qualities which leads to

pleasure & satisfaction

Red stop

Yellowready

Green ..Go

Aesthetic experience affects three aspects of the individual

the

body
the

Stimulating the senses of the body

mind
the

Activating the thought process

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

object

Pleasure can result -

es v i e ec r & ain nfo ..it r r B e i es s o th cod nize tes de cog ina re crim dis
body

brain
Consists of physical & electrical connections

Stimulation of the sensory receptors of the body Recognition & discrimination of those sensations
by the brain

The mind consists of the cognitive

or the thought

process
The mind and the brain are inter- related

The pleasure & satisfaction from activating the mind results from more advanced mental processes of

understanding & creating content or symbolic meaning.

The soul refers to the non-physical physically sensed

entity which cannot be

Pleasure 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!!!

Other factors that contribute to aesthetic experience

while stimulating the senses is one way of creating aesthetic experience, arousing

emotions & expressing feelings

are also factors in aesthetic experience

Emotional & cognitive 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

energy Bright 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 is captured 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 viewer to visualize a different world altogether

Products such as movies, CDs, books are valued for their stimulation of the imagery

Entertainment involves

enjoying creative aspect of a product or environment

Aesthetic & instrumental value

 Aesthetic Value
Aesthetic or non instrumental values are

Instrumental value
Instrumental (utilitarian benefit) result from the

rewarding and pleasurable in

themselves.

achievement of some goal or purpose other than

aesthetic experience

Both aesthetic and instrumental values are derived from the formal, expressive & symbolic qualities of a product or environment.

Formal quality
Aesthetic & instrumental value

 Aesthetic value
- sensual pleasure - beauty

Instrumental value
- physical comfort - physical protection & safety - Quality - Efficiency - Attractiveness to opposite sex

Sensual pleasure contributing to aesthetic value

Formal qualities of a product may provide aesthetic satisfaction due to pleasure of senses. - smell of coffee - musical melody - silky texture of ice cream - satin against skin - ride of a motorbike

FORMAL QUALITIES

Harley Davidsos..sensual pleasure

Beauty contributing to aesthetic value

Humans around the world have a desire to beautify the body. Undergoing liposuction, bleaching ones skin, wearing figure enhancing apparel contribute in enhancing the beauty of human body.
FORMAL QUALITIES

Instrumental value

- physical comfort - physical protection & safety - Quality - Efficiency - Attractiveness to opposite sex

FORMAL QUALITIES

Physical comfort
It is separate from aesthetics, because it does not address enhanced pleasurable sensation. However a product may offer both comfort & pleasurable sensations. For eg a store environment, sports shoes, automobiles etc

FORMAL QUALITIES

Running shoes may be purchased to reach the goal/marathon within the desired time.

FORMAL QUALITIES

The shape of a pointed shoe pinches the toe and limits the wearers ability to 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

Efficiency
It is the ratio of output to input. It includes money, time & effort. eg Formal aspect of microwave helps in saving time, effort and still gives a good output. Arrangement of coordinated ensembles at a store. Directions given through carpet on the floors 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
Aesthetics & instrumental vale

 Aesthetic value - aroused emotion - creative expression

Instrumental value - reflected emotion - elevated emotion - spiritual emotion

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 qualities
Aesthetic value & instrumental value

 Aesthetic value - Identity - Alternative existence

Instrumental value - Self acceptance - 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 ones 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 doorto 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.