1. Incorporation of Aesthetics
and Design in New Art Era
Lia DiValentin

2. APPLIED ART
refers to the application of design and aesthetics to objects of
function and everyday use. Whereas fine arts serve as intellectual
stimulation to the viewer or academic sensibilities, the applied
arts incorporate design and creative ideals to objects of utility,
such as a cup, magazine or decorative park bench.
 Digital/Electronic Media:
Includes sound sculpture, video art, light art, and any other art
produced using digital and/or electronic means.

3. APPLIED AESTHETICS
is the application of the branch of philosophy of aesthetics to cultural constructs.
 Applied arts: refers to the application of design and aesthetics to objects of function
and everyday use. Whereas, fine arts serve as the intellectual stimulation to the viewer
of academic sensibilities, the applied arts incorporate design and creative ideals to
objects of utility, such as a cup, magazine or decorative park bench.
The fields of industrial design, graphic design, fashion design, interior design,
decorative art and functional art are considered applied arts.
Industrial Designis an applied art whereby the aesthetics and usability of products
may be improved. (focuses on the aesthetic qualities of consumer products)
Graphic Designis the applied art of arranging image and text to communicate a
message.
Fashion Designis the art dedicated to the creation of wearing apparel and lifestyle.
Interior Designis a multi-faceted profession in which creative and technical solutions
are applied within a structure to achieve a built interior environment.

4. Digital Art & Design
• Introduced in 1970’s and will continue to expand as technology evolves
• Considered a more specific concentration in general topic of new media art +
referred to computer art or multimedia art
• Was a range of new art forms/artistic works and practices that use digital
technology or computers as either a medium or essential creative tool
 Subcategory of visual art, includes two and three-dimensional works of graphic
design and applied art.
EX: photography, video, games, interactive cinema, animation, software art,
networked art and Internet art.
 New Question ? = What truly constitute as art
Marketing
 With the development of digital arts, the use of aesthetics in marketing began
to concern itself with the "trade dress" of a product, such as its branding, its
commercial representation, or the reputation of its producer.
 Marketing professionals may tickle the consumer's aesthetic appreciation of
sassyness, sophistication, color-harmony, stylishness, catchy jingles, slogans,
craftsmanship, soothingness, attentiveness, authenticity, or the related
perceived experiences associated with product consumption.

5. Defining Aesthetics and Design in
Modern technology
*The principle of aesthetics is important to consider
when designing technological/digital media. Aesthetics
and design determine how people use, perceive, and
experience digital media.
*In applied arts, the concept of aesthetics is
incorporated in the design of products and function of
technology. Aesthetics and design principals are applied
in the production process to define attractive visual
qualities and practical usability of an item.

6. What aesthetic qualities will
product design need to have?
All designed products, systems and environments as well as reflecting the
values and attitudes of the designer, clients and users elicit emotional or
sensory responses from the people who use them. An important function of
marketing and design is to identify what might be the likely attitudes and
responses from audiences or users for whom the product, system or
environment is intended.
The aesthetic qualities which are appropriate will vary considerably,
depending upon what the design is to be used for, and who will use it.
Some factors which contribute to the aesthetic qualities include colors,
shape, line, texture and user friendliness.

8. Consideration of Aesthetics
in Design
 Which is aesthetically more pleasing and
appealing to senses/eye
 Sports car vs. Family van
 Generic Products vs. Expensive Brand

9. Aesthetic vs. Design Conflicts
 Designer High Heels = Aesthetics dominate
Why?
-The shoes are beautiful and fashionable (appealing to
the eye), however functionally hard to maintain
posture and walk in, hurt your feet, and increase the
risk of slipping, tripping

10. Aesthetic vs. Design Conflicts
 Medical Equipment = Design dominates
Why?
- more important to design according to legislation,
concerning the safety of medical equipment and work
within protocol restraints in order to get product
approved for supplying.

11. Situations of Compromise
b/tAesthetics and Design
 First Mobile Telephones were monstrous and
extremely large devices, however people were
able to easily operate on the huge displays and
pronounced button controls
 But too heavy and blocky to be consider actually
mobile

12. …continued
 Due to technology advances, mobile phones have gradually
decline in size and are now produced in sizes that easily fit
into handbags and pockets, however the size of the display
and control buttons decreased significantly in size too and it
became harder to operate phone.
 Example of compromise in both aesthetics and design.