Sensory Aesthetics
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SENSORY AESTHETICSHow Social Science can Inform Design Aesthetics
Moin RahmanIra Jhangiani
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A recognizable, repeatable motif with an established visual syntax
Sensory Aesthetics
Design Language
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Sensory Aesthetics
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Sensory Aesthetics
Design Language
AESTHETICS
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sensory aesthetics as a first order orientation response that is automatic, fast, nonconscious, and effortless to the aesthetics of the stimuli leading
to an instant and implicit conclusion on its aesthetic valence.
Sensory Aesthetics
“Thin Slicing” the Aesthetics
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Sensory Aesthetics
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Sensory Aesthetics
delicacy X brutality
riot X serenity
indifference X interest
- Le Corbusier
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Sensory Aesthetics
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Why Aesthetics?: THE MESSAGE
“thrusting, upwardly mobile executive”
“ecologically sound, right-on trendy”
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Roots of Art: “Deep Connection”
Paleolithic Cave Paintings(Lascaux, France)
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sensory aesthetics as a first order orientation response that is automatic, fast, nonconscious, and effortless….
Sensory Aesthetics
Revisiting Sensory Aesthetics Definition
The Whole Body as a Sensory System: -Assess the environment in multiple modalities (“cathectic basis”)- Esthetic emotion (knowledge\experience have little or no role)
“preferences need no inferences”
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Sensory Aesthetics
Socially shared, collective consciousness
Deeply rooted desires Fundamental
behaviors
Physical, demographic, organizational & semiotic setting
Potential for action
Zeitgeist: spirit of the times (fashion and fads)
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Applying Sensory Aesthetics to Inform the Design of a Law Enforcement “mission critical” Product
(an illustration)
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Deep Structures
Deeply rooted desires
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Every activity or goal is motivated by deeply-rooted desires to fulfill intrinsic & extrinsic needs arising from wants such as food, shelter, social cohesion, etc.
Deep Structures
Deep structures are the unearthing of deeply-rooted desires of an individual or a society, which have been shaped by their existential needs, histories and philosophies.
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Human Needs: Maslow’s Hierarchy
Deep Structures
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Hobbesian Choice
The Promise of Security Binds Society Together
Deep Structures
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Deep Structures
Were humans savage but for the constructs of civil society?- Thomas Hobbes
Or were they civil but for the corruptions of civil society?
- Jean-Jacques Rousseau
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Social Contract
The Law Enforcer
Deep Structures
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Survival
Safety
Security
Serious
Deep Structures’ Aesthetic
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Behaviors
Fundamental behaviors
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The conscious and nonconscious development, cultivation and execution of behavioral patterns when seeking to accomplish routine goals in daily life, at work & play.
Behaviors
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Security through Prosematic Behaviors
Behaviors
rudimentary behaviors that are necessary to survive and reproduce(driven by the R-complex)
signature display
challenge display
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Security through Prosematic Behaviors: Live Action Shots
Behaviors
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Security through Prosematic Behaviors
Behaviors
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Security through Prosematic Behaviors
Behaviors
bonding display
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Security through Prosematic Behaviors
Behaviors
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Behaviors’ Aesthetic
Authoritarian
Bold
Invincible
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Culture
Socially shared, collective consciousness
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Culture is the Collective programming of the mind which distinguishes the members of one group or category of people from another
- Geert Hofstede
Culture
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Culture
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Culture
PLAY
PLAY
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Culture
Symbols
Rituals
Heroes
a culture expresses its values through…
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Culture
Symbols
Patterned ways of thinking, feeling and reacting are acquired and transmitted mainly by symbols.
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Culture
uniforms
convey values & intents, visible evidence of group cohesiveness, and stimulate citizens’ impulses to join in.
probity & virtue(judge, clergy)
Expertise(naval officer, airline
pilot)
courage(marine, fire)
Extraordinary cleanliness(doctor, food worker)
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Culture
Symbols (Artifacts)
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Culture
Rituals
“collective activities that are technically unnecessary to the achievement of the desired ends, but that within a culture are considered socially essential, keeping the individual bound within the norms of the collectivity”
Marines Core Values:
Honor
Courage
Commitment
PLAY
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Culture
Heroes: positive role model
Possess highly prized characteristics
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Culture
Power Distance
“the extent to which a culture accepts and expects the unequal distribution of power.”
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Physical Authority- visual- auditory- tactile
Mental Authority- auditory- technical
Moral Authority- reputation - branding
Culture
Power Distance (tangible and intangibles)
INSPIRING AWE
DEEP REVERENCE
LOFTY EMOTION
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Culture
Deterrence over elimination of threat
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Culture
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“the role of police is best understood as a mechanism for the distribution of non-negotiable coercive force.” - Egon Bittner
Force: Always an Option
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Sound as a medium to express unequal distribution of power
Sonic Weapon
1 2 4
35 6
6
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Sonics: European Police Siren
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Subsonic bass tones to stir and stimulate the audience [frenzied response]
Sonics
Nazi Rally
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“the manner in which a culture distributes emotional roles between genders .”
Culture
Masculinity vs. Feminity
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Culture
Masculine and Feminine Texture
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Culture
Masculine and Feminine Form
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Culture
Masculine and Feminine Products
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Culture
Masculine and Feminine Icons
Concrete (Masculine)
Abstract (Feminine)
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Culture
Masculine and Feminine Form
EndomorphMesomorphEctomorph
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- reduced power distance (friendly, approachable)- mildly masculine- can “posture” (in synch with officer’s posturing displays)
Yet, a no-nonsense, expression of the law enforcement aesthetic
Action!!!
London Metropolitan Police
MTH800 [FRED]
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- High power distance (assertive)- aggressive, autonomous and strong- can “posture” (in synch with officer’s posturing displays)
Amplification of the law enforcement aesthetic
Action!!!
MTP850 [Barney]
Korea National Police
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Action!!!
Head to head comparison
MTH800 [FRED] MTP850 [Barney]
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-Police culture (coping mechanisms): - training - conditioning - shared experiences
Attributes- honor- sense of duty- ethics
“the extent to which a culture programs its members to feel either comfortable or uncomfortable in unstructured situations.”
danger
novel
unknown
surprising
different from
usual
Culture
Uncertainty Avoidance
PLAY
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“me” vs. “us”: celebration of the individual over the team, uniqueness over uniformity.
Consumer orientation: highly personalized product
Mission orientation: Uniformity & team-centric
Culture
Individualism vs. Uniformity
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Ecology
Physical, demographic, organizational & semiotic setting
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Ecology is the general science that studies the relationship between the organism and the external environment
- Ernest Haeckel
Ecology
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Ecology
Elements of Ecology Features (examples)
Geographical\Physical terrain, climate, altitude, etc.
Demographic socioeconomic strata, age group, gender, etc.
Operational modes mobile vs. fixed; night vs. day; covert vs. overt; personal vs. work
Organizational codes public vs. private sector; single vs. multi user; emergency vs. regular; mission critical vs. non critical.
Interactions slow vs. fast; economical vs. deliberative; utilitarian vs. pleasure deriving
Semiotics design and aesthetics of pre-existing artifacts, symbology, jargon, clothing, cuisine, etc.
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Ecology: Chinese-Tibetian Railway
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Ecology
Elements of Ecology Features (examples) Aesthetic Implications
Geographical\Physical Snowcapped mountains, high
altitude (16,000 ft.), low oxygen (30% - 40% of sea level), cold, permafrost
Physically demanding, cognitive impoverishment
(low oxygen), physiologically taxing,
dangerous, high risk, scenic and breathtakingly beautiful
Semiotics Tibetan’s love for color and
resplendence vs. the official Chinese
[communist] aesthetic that is stark, dour and
plain.
Conflicting aesthetics (Tibetan vs. Communist).
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Ecology: Tibet vis-à-vis China
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Ecology Economy and Social Structure
Ecology
East Asian
Greek
relationshipscontext
middle wayharmony
independentatomistic
decontextualizelogical
instrumental
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Ecology
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Ecology
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Affordance
Potential for action
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Affordance
The intuitive grasp or potential for action
Affordance
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Affordance
Cognitive affordance: design feature that helps users in knowing something.
Physical affordance: design feature that helps users to physically do something.
Sensory affordance: design feature that helps users sense something.
Functional affordance: design feature that helps users accomplish work.
Cultural affordance: is a commonly agreed upon [cultural] convention adopted by a society or group with regard to the comprehension, interaction and aesthetic sensibilities of a product or system.
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Affordance
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Affordance
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Epoch
Zeitgeist: spirit of the times (fashion and fads)
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Epoch
Jet Age: Streamlined Decade (jet age)
DC-3(circa 1930)
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Epoch
Jet Age: Streamlined Decade (jet age)
1934 Chrysler Airflow Union Pacific Streamliner
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- traditional thinking is outdated - an utopian outlook- rising from the ashes of WW I – a rebirth “new”- democracy: people are sovereign - put people in control of their lives- an obsession with technology, machines, materials
Modernism was characterized by:the unadorned, geometric forms, abstracted shapes, and bold colors
Epoch
- people, politics, periods & technologies
1914-1939
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Epoch
Myth making mythical status
Myths help us make to sense of our experience within a culture
They serve the ideological function of naturalization: perpetuate prevailing cultural values, attitudes and beliefs
“natural” to social groups: that which confers power and privilege
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2007 Toyota Tundra
2006 SALES 124,508 (previous model)LAST MAJOR REDESIGN New this year.CASH INCENTIVES $1,315NOTABLE The 5.7-liter V-8 is great, providing brute force without being brutish.ASSESSMENT Just what the domestic trucks need: a serious competitor, at last, from Toyota.
2007 Dodge Ram 1500
2006 SALES 199,771LAST MAJOR REDESIGN 2002 model.CASH INCENTIVES $5,502NOTABLE Ram was the originator of the bold big-bully look, with huge grille and dropped fenders.ASSESSMENT Not a benchmark when new, and now past due for a
makeover.
NOTABLE:NOTABLE: Ram was the originator of the Ram was the originator of the bold big-bully look, with huge grille and bold big-bully look, with huge grille and dropped fenders.dropped fenders.
NOTABLE: The 5.7-liter V-8 is great, NOTABLE: The 5.7-liter V-8 is great, providing brute force without being providing brute force without being brutishbrutish
Myth making
Epoch
Validating the Sensory Aesthetics Framework
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• Which of these six filters exist?
• How do these filters interact?
• How do we measure these filters?
• How do we apply this SA filter framework in design?
Validating the Sensory Aesthetics Framework
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• Identifying the design strategy – Application in the current design lifecycle
• Review of existing tools and techniques
• Associating the 6 filters to existing tools
• Consolidating existing tools to create a methodology applicable to the SA framework
Validating the Sensory Aesthetics Framework
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Method Quantitative Qualitative Author/Developer
Kansei Engineering Nagamachi
Semantic Differential Osgood
Cultural Probes Gaver
Collaging Sanders
PrEmo Desmet
Property Checklist Jordan
Pleasurability Checklist
Jordan
Narrative Analysis Oliver, Polkinghorne, Bruner
ZMET Approach Zaltman
Sensogram Lindstrom
Review of existing tools and techniques
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Quantitative
Qualitative
LindstromSensogram
ZaltmanZMET Approach
Oliver, Polkinghorne, Bruner
Narrative Analysis
JordanPleasurability Checklist
JordanProperty Checklist
DesmetPrEmo
SandersCollaging
GaverCultural Probes
OsgoodSemantic Differential
NagamachiKansei Engineering
Author/DeveloperMethod
Quantitative
Qualitative
LindstromSensogram
ZaltmanZMET Approach
Oliver, Polkinghorne, Bruner
Narrative Analysis
JordanPleasurability Checklist
JordanProperty Checklist
DesmetPrEmo
SandersCollaging
GaverCultural Probes
OsgoodSemantic Differential
NagamachiKansei Engineering
Author/DeveloperMethod
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PrEmo
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Quantitative
Qualitative
LindstromSensogram
ZaltmanZMET Approach
Oliver, Polkinghorne, Bruner
Narrative Analysis
JordanPleasurability Checklist
JordanProperty Checklist
DesmetPrEmo
SandersCollaging
GaverCultural Probes
OsgoodSemantic Differential
NagamachiKansei Engineering
Author/DeveloperMethod
Quantitative
Qualitative
LindstromSensogram
ZaltmanZMET Approach
Oliver, Polkinghorne, Bruner
Narrative Analysis
JordanPleasurability Checklist
JordanProperty Checklist
DesmetPrEmo
SandersCollaging
GaverCultural Probes
OsgoodSemantic Differential
NagamachiKansei Engineering
Author/DeveloperMethod
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Story Telling
Missing Picture
ZMET: Zaltman Metaphor Elicitation Technique
Triad Task
Metaphor Probe/Expand the Frame
Metaphor Probe/ Expand the Frame
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Sensory Non-Visual Metaphors
Vignette
ZMET: Zaltman Metaphor Elicitation Technique
Digital Imaging
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Quantitative
Qualitative
LindstromSensogram
ZaltmanZMET Approach
Oliver, Polkinghorne, Bruner
Narrative Analysis
JordanPleasurability Checklist
JordanProperty Checklist
DesmetPrEmo
SandersCollaging
GaverCultural Probes
OsgoodSemantic Differential
NagamachiKansei Engineering
Author/DeveloperMethod
Quantitative
Qualitative
LindstromSensogram
ZaltmanZMET Approach
Oliver, Polkinghorne, Bruner
Narrative Analysis
JordanPleasurability Checklist
JordanProperty Checklist
DesmetPrEmo
SandersCollaging
GaverCultural Probes
OsgoodSemantic Differential
NagamachiKansei Engineering
Author/DeveloperMethod
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Sensogram
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Sensogram
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journey as entertainment… entertainment as journey…
Sensogram