Defining Aesthetic Experience

SMHM 2980 Dr. Strubel

The Aesthetic Experience

Pleasurable experiences from a product and consumer (shopping) environment Product differentiation Product quality Satisfaction

Aesthetic Experience
Aesthetic experiences result from
Sensitive selection or Appreciation of.
Formal qualities Expressive qualities Symbolic qualities

Elements & Principles of Design

The basic perceivable units of a form
Color Light Line & Shape Texture Space & Movements

Color
Most important aesthetic criterion
Product & brand differentiation

Color
Formal qualities of color
Hue vs. color Value Intensity

Value
The lightness or darkness of a hue To achieve lighter hues To darken hues

The Color Wheel

Primary colors
Secondary colors Tertiary colors

Color Harmonies
Monochromatic

Analogous

Complementary

Color Harmonies
Split complimentary Double complimentary Triad

Color Harmonies
Split complimentary Double complimentary Triad

Color Harmonies
Split complimentary Double complimentary Triad

Intensity/Chroma
The saturation or purity of a hue

Color Symbolism
May be due to:
physiological states associated meaning with nature

Color Symbolism around the world

Red
China India South Africa Ghana

Light
Interacts with other elements of design May create aesthetic interest

Line
A point set in motion A structure with a greater length than width Qualities of Line
Length Width (thick vs. thin) Uniformity Direction Direct or meandering Softness of edge

Line
Organic vs. straight & geometric Optimal beauty is when the two types of line work together Lines create moods and feelings
Vertical vs. horizontal lines Curved Diagonal

Implied lines

Shape
An enclosed space created by the union of lines Formal qualities of shape
Type of shape placement Size Silhouette Placement (ordered or random)

Space & Movement

Proportion & Scale Balance Emphasis Rhythm Repetition Progression Radiation Alternation

Proportion/scale
Refers to relative size-size measured against other elements or against come mental norm or standard The pleasing interrelationship of the size of all elements of the display

Balance
Distribution of visual weight in design Symmetrical/formal balance Asymmetrical/informal balance

Emphasis
The center of interest, which draws attention to the focal point of a display Must create more visual attraction than any other design element in the display

Rhythm
Flow or movement is a smooth transition from one part of the display to another Executed through the use of
Repetition Line Progression Radiation Alteration

Repetition
A sense of movement in one direction

Progression
Ranges of sizes Progression of colors

Radiation
Movement radiates from the central point

Alternation
Shapes or colors used alternatively produce design rhythm