1 aesthetics%26design outline

8/3/2019 1 Aesthetics%26Design OUTLINE

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Defining Aesthetic Experience

SMHM 2980

Dr. Strubel


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The Aesthetic

Experience

Pleasurable experiences from a product and

consumer (shopping) environment

Product differentiation

Product quality

Satisfaction


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Aesthetic Experience

Aesthetic experiences result from

Sensitive selection or

Appreciation of. Formal qualities

Expressive qualities

Symbolic qualities


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Elements & Principles

of Design

The basic perceivable units of a form

Color

Light

Line & Shape

Texture

Space & Movements


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Color

Most important aesthetic criterion

Product & brand differentiation


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Color

Formal qualities of color

Hue vs. color

Value

Intensity


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Value

The lightness or darkness of a hue

To achieve lighter hues

To darken hues


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The Color Wheel

Primary colors

Secondary colors

Tertiary colors


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Color Harmonies

Monochromatic

Analogous

Complementary


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Color Harmonies

Split complimentary

Double complimentary

Triad


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Color Harmonies

Split complimentary


Triad


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Color Harmonies

Split complimentary


Triad


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Intensity/Chroma

The saturation or purity of a hue


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Color Symbolism

May be due to:

physiological states

associated meaning with nature


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Color Symbolism around the

world

Red

China

India South Africa

Ghana


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Light

Interacts with other elements of

design

May create aesthetic interest


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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


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Line

Organic vs. straight & geometric

Optimal beauty is when the two types of linework together

Lines create moods and feelings Vertical vs. horizontal lines

Curved

Diagonal Implied lines


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Shape

An enclosed space created by the union of

lines

Formal qualities of shape

Type of shape placement

Size

Silhouette

Placement (ordered or random)


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Space & Movement

Proportion & Scale

Balance

Emphasis Rhythm

Repetition

Progression Radiation

Alternation


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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


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Balance

Distribution of visual weight in design

Symmetrical/formal balance

Asymmetrical/informal balance


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Emphasis

The center of interest, which draws attention to thefocal point of a display

Must create more visual attraction than any otherdesign element in the display


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Rhythm

Flow or movement is a smooth transitionfrom one part of the display to another

Executed through the use of

Repetition

Line

Progression

Radiation Alteration


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Repetition

A sense of movement in one direction


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Progression

Ranges of sizes

Progression of colors


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Radiation

Movement radiates from the central

point


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Alternation

Shapes or colors used alternatively producedesign rhythm

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