this presentation is the continuation of part one and explains the aesthetics, its traits and values

1. Aesthetics - II

2. 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

3. Perceivable features of the
structural composition
of the object or environment
Formal qualities ? Color proportions
Shape
Texture
Balance Rhythm
Line

7. It represents emotions. ..evoke
emotions in the appreciator
Expressive qualities ? It may be inherent in the form
or
learned
It may be due to
responses

8. excite the brain…thus high intensity colors
Intense colors like red
may be perceived as exciting due to their associated physical
response to the body

9. 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

10. The overlap between the two circles expresses tension
because of the tension between the two spheres of force

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

12. In the Indian culture red dot
(bindi) & sindoor symbolized the
marital status of women.

14. Expression of patriotism…

16. Certain formal qualities may
express or evoke
emotions because of learned
association shared by a group.

17. 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.

18. Symbols are signs that represent
something. They communicate an idea
about the world.
Symbolic qualities?
Symbolic qualities are again individuals
Personal interpretation about anything

19. Symbolic qualities
Realistic Non realistic
representation representation
(Accurate depiction of the (It captures the qualities/content
visual qualities) of the object
Stylized & abstract images
Are real images

20. Real representation Abstract representation
Stylized representation

21. …..the bottom-line is that
The perception or understanding of
aesthetics is very personal but it is often
directed by an individual’s socio-cultural
environment

22. 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 achieve a goal or
purpose other that the aesthetic
qualities are the qualities.
non-utilititarian
qualities which leads to
pleasure &
satisfaction

23. Red …stop
Yellow…ready
Green …..Go

24. Aesthetic experience affects three
aspects of the individual
the body
Stimulating the senses
of the body
the mind
Activating the
thought process
the soul
Arousing or expressing
the feeling of the soul

25. 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 body
Recognition & discrimination of those sensations
by the brain

26. 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.

27. The soul refers to the non-physical entity which cannot be
physically sensed
Pleasure can come from
Expressing feelings
Arousing emotions

28. The music lacks soul !!!
The eyes are windows to the soul!!!
Smells like teen spirit !!!
Touches the soul!!!

29. while stimulating the
senses is one way of
Other factors that contribute
creating aesthetic
to aesthetic experience
experience, arousing
emotions &
expressing feelings
are also factors in
aesthetic experience

30. Emotional & cognitive
experience

31. • The essence of emotional experience is
captured using dimensions like
- Pleasure
- Arousal

32. Pleasure is a positive experience
One finds it pleasurable to spend
time with friends, listening to
music, painting, ,meditating etc.

33. 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.

36. The essence of cognitive experience is
captured using dimensions like
- Reality
- Fantasy
- Entertainment

37. It is existence of anything as an object or a fact
Reality is again a subjective
matter.

38. 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

39. enjoying creative
Entertainment involves
aspect of a product or environment

41. Aesthetic & instrumental value

42. • 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

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

44. Formal quality
Aesthetic & instrumental value

45. • Aesthetic value • Instrumental value
- sensual pleasure - physical comfort
- beauty - physical protection &
safety
- Quality
- Efficiency
- Attractiveness to
opposite sex

46. 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

47. Harley Davidsos…..sensual pleasure

48. 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

49. Instrumental value
- physical comfort
- physical protection & safety
- Quality
- Efficiency
- Attractiveness to opposite sex
FORMAL QUALITIES

50. 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

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

52. The shape of a pointed shoe pinches the toe and limits the wearers ability
to walk
FORMAL QUALITIES

53. 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

54. 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

55. 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

56. Attractiveness to opposite sex
• Like any other species, human beings
use their physical appearance to
attract the opposite sex.

57. Expressive qualities
Aesthetics & instrumental vale

58. • Aesthetic value • Instrumental value
- aroused emotion - reflected emotion
- creative expression - elevated emotion
- spiritual emotion

59. 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.

60. 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.

61. Symbolic qualities
Aesthetic value & instrumental
value

62. • Aesthetic value • Instrumental value
- Identity - Self acceptance
- Alternative existence - Status Social
acceptance or
affiliation
- Spiritual protection

63. • Identity : Aesthetic products
can communicate identity.

64. • Alternative existence: Apparel products like wedding
gowns, football jerseys supports an alternative existence.

65. 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.

66. • Status: the acquisition of
a product also
symbolized the status of
a person.

67. • 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.

68. • 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

69. • 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.