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AESTHETICS

• What is Aesthetics?

1. It is a branch of philosophy dealing with the creation and appreciation of 

beauty in design.

2. Aesthetics is essential to Industrial Design. The concept of aesthetics in

design is often related to the nice looking shape of a product, a trendycolour scheme, or a pleasant surface texture.

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Pragmatist Aesthetics

1. Aesthetics can be a powerful design driver that helps connect dynamic

form, social and ethical aspects. To explain why we think aesthetics can

have this power, we turn to the philosophical tradition called Pragmatist

Aesthetics.

2. Pragmatism is a philosophical tradition centered on the linking of practice

and theory. It describes a process where theory is extracted from practice,

and applied back to practice to form what is called intelligent practice.

3. A number of principles can be outlined that characterize the Pragmatist

approach to aesthetics.

a) Firstly, for Pragmatists, the aesthetic has practical use, next to intrinsicvalue.

b) Secondly, the aesthetic experience of an object cannot be understood

without its socio-cultural context.

c) Pragmatists identify the often-ignored role of the body in aesthetics.

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3 Central principles useful in coordinating human

behavior in design

USE AESTHETIC EXPERIENCE INVOLVE THE WHOLE HUMAN

AS A DESIGN MECHANISM BEING THROUGHOUT THE

DESIGN PROCESS

WORK IN SOCIAL CONTEXT

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EXAMPLES

1. INDUSTRIAL DESIGN

• Designers need many aesthetic

qualities to improve the

marketability of manufactured

products: smoothness,

shininess/reflectivity, texture,

pattern, curviness, color,

simplicity, usability, velocity,

symmetry, naturalness, and

modernism.

• The Design Aesthetics section

focuses on design, appearance

and the way people perceive

products.

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2.MARKETING

• Marketing team focuses on the

aesthetic qualities of consumer,

the use of aesthetics in marketing

concerns itself with the "trade

dress" of a product, such as its

branding, its commercial

representation, or the reputation

of its producer.• Marketing consists of intriguing

the human mind to think in a

direction where it would not have

done so previously - or not

without outside input. Humancuriosity, self gain or mental

adjustment is what drives

marketing development itself 

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3. INFORMATION TECHNOLOGY

• Aesthetics in informationtechnology has focused upon thestudy of human-computerinteraction and creating user-

friendly devices and softwareapplications. Software itself hasaesthetic dimensions, as doinformation-technology-mediatedprocesses and experiences suchas computer video games and

virtual reality simulations.• Aesthetics in information

technology do also apply to theact of designing software itself.

• Aesthetics in programming can

also have a practical level: Underthe right conditions, elegant codecan run faster and moreefficiently and be less prone toerrors..

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• WEBSITE DESIGN

• In a recent study Moshagen and

Thielsch found four core

dimensions of website aesthetics:

1 Simplicity

2 Diversity

3 Colors

4 Craftsmanship

•

Simplicity and diversity haverepeatedly been treated as

formal parameters of aesthetic

objects throughout the history of 

empirical aesthetics. Colors are a

very critical property of aesthetic

objects. Craftsmanship addresses

the skilful and coherent

integration of the relevant design

dimensions.

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Best practices for Aesthetic Website Design 

a) Create visual clues based on groupings; related items or links are grouped

together while unrelated items are separated.

b) Use headings and subheadings to allow visual scanning of content.

c) Use headings, subheadings, font sizes, bold fonts and italic fonts in

proportion to the importance of the item.d) Align elements on a page so that they are all visually connected; size all

elements on the page to create balance and unity; nothing should look out

of place unless you have a specific reason for the effect.

e) Choose a font style that supports the site atmosphere and stick to it; limit

styles to 2 at the most.f) Use images and photos for visual appeal and to communicate ideas.

g) Use one set of design elements across your website.