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

Formal qualities?

Perceivable features of the

structural compositionof the object or environment

Color

ShapeTexture

Line

Balance Rhythm

proportions

Expressive qualities ?

It represents emotions. ..evoke emotions in the appreciator

It may be inherent in the form

or

It may be due to learned responses

Intense colors like red excite the brain…thus high intensity colors

may be perceived as exciting due to their associated physical response 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 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 dot (bindi) & sindoor symbolized the marital status of women.

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.

Symbolic qualities?

Symbols are signs that represent something. They communicate an idea about the world.

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 imagesStylized & abstract images

Real representation Abstract representation

Stylized representation

The perception or understanding of

aesthetics is very personal but it is often

directed by an individual’s socio-cultural

environment

…..the bottom-line is that

One can look at aesthetics from

instrumental or non instrumentalperspective as well…

Instrumental qualities are the

utilitarian qualitieswhich led an individual to

achieve a goal or purpose other that the aesthetic qualities.

Non-instrumentalqualities are the

non-utilititarian qualities which leads to

pleasure & satisfaction

Red …stop

Yellow…ready

Green …..Go

Aesthetic experience affects three

aspects of the individual

the body

the mind

the soul

Stimulating the sensesof the body

Arousing or expressing the feeling of the soul

Activating the thought process

Pleasure can result -

Stimulation of the sensory receptors of the body

Recognition & discrimination of those sensations by the brain

Sensory receptors

like eyes, ears, skin

recv. info

Brain receive

s

the info &

decodes ..it

recognizes o

r

discrim

inates

object

body

brainConsists of physical & electrical connections

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.

Pleasure can come from

Arousing emotions

Expressing feelings

The soul refers to the non-physical entity which cannot be physically sensed

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 of creating aesthetic experience, arousing emotions & expressing feelingsare also factors in aesthetic experience

Other factors that contribute to 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 rewarding and pleasurable in themselves.

• Instrumental value

Instrumental (utilitarian benefit) result from the 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 qualityAesthetic & 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 one’s skin, wearing figure enhancing apparel contribute in enhancing the beauty of human body.

FORMAL QUALITIES

Instrumental value

FORMAL QUALITIES

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

Physical comfortIt 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 toreach 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

EfficiencyIt 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

• Aroused emotionThe vivid and bold patterns of pro – wrestling costumes arouse excitement among the spectators.

• Creative emotionArtists such as actors, musicians may feel emotionally drained after a performance.

Expressive qualities & aesthetic 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.

Expressive qualities & instrumental value

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 one’s personal character.

A consumer may like the overcoat but the fact thatthe 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.