5.2 Introduction to Aesthetics in Design

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Do curso por University of Pennsylvania

Design: A Criação de Artefatos na Sociedade

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University of Pennsylvania

Design: A Criação de Artefatos na Sociedade

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This is a course aimed at making you a better designer. The course marries theory and practice, as both are valuable in improving design performance. Lectures and readings will lay out the fundamental concepts that underpin design as a human activity. Weekly design challenges test your ability to apply those ideas to solve real problems. The course is deliberately broad - spanning all domains of design, including architecture, graphics, services, apparel, engineered goods, and products. The emphasis of the course is the basic design process: define, explore, select, and refine. You, the student, bring to the course your particular interests and expertise related to, for instance, engineering, furniture, fashion, architecture, or products. In prior sessions of the course about half of the participants were novices and about half had prior professional design expertise. Both groups seem to benefit substantially from the course. All project work is evaluated by your peers -- and indeed, you will also be a peer reviewer. This format allows you to see an interesting collection of projects while getting useful feedback on your own project.

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Week #5: Aesthetics

Now that you’ve identified what concept you want to explore, this module will explore the aesthetics of design so that you can refine your prototypes to be as aesthetically pleasing as possible. You'll learn how aesthetics are used in design, and how they motivate reactions toward artifacts overall using a real-world example. You'll also learn how you can apply these aesthetic principles to your own prototype, so that you can make your prototype more appealing and pleasing to potential customers. By the end of this module, you'll be prepared to implement aesthetic changes to your existing prototype so that you can be ready to submit your final design project for review in the following module.

5.1 Scoop Update: User Testing Two Remaining Concepts8:21

5.2 Introduction to Aesthetics in Design4:12

5.3 Theory of Aesthetics21:12

5.4 Notes on Aesthetics in a Commercial Context8:08

5.5 How to Create Beautiful Artifacts4:30

5.6 Scoop Update: Final Direction6:38

5.7 Scoop Update: Final Prototype8:09

5.8 Scoop Update: Final Prototype User Test2:04

Conheça os instrutores

Karl T. Ulrich
Vice Dean of Entrepreneurship and Innovation
The Wharton School

I'd like to tell you about a car. It's an electric vehicle driven by AC

motors, powered by lithium ion batteries.

It's energy-efficiency is 135 watt hours per kilometer.

And its chassis is built by Lotus Cars. Nice, huh?

Now, let me show you an image of that same car.

This is the Tesla Roadster. That reaction you have to the image of

the Tesla Roadster is your aesthetic response,

your response to the aesthetics of that artifact.

Your aesthetic response is a response to sensory information usually, visual.

Usually, it comes in through your eyes in, in the form of an image.

It's involuntary, you don't have direct control over your

your response of either attraction or revulsion.

And it's immediate. It usually happens in seconds or

fractions of a second, rather than over hours, days, or weeks.

Why do aesthetics matter in design? Well, the first reason is somewhat

self-evident. We, as humans, value things that are

beautiful, essentially, by definition. So, here's an example of the Noguchi

coffee table which was designed by Noguchi for Herman Miller in 1947.

I have this coffee table in my home. Every time I use it, I'm happy about the

experience. It makes me happy.

And, so in that, in that sense, the aesthetic response is part of closing the

gap. It's part of delivering value to the

users of the artifacts that we design. The second reason that,

that aesthetic responses are important or the aesthetics are important in design is

that first impressions matter. Especially, in a commercial context.

When you're trying to get a user to be attracted to an object or an artifact

you've designed they form a first impression based on what comes in by the

sensory system, usually, by what they see.

And those first impressions can be quite sticky and, and hard to change over time.

So, here's an example of the of the S2 framing hammer designed by Adam Design

for Vaughan and Bushnell, a tool company. This is a tool that's quite interesting

to look at, immediately, and it, forms a positive impression.

Now, I might, then go on to, spend some time learning about the hammer.

I might even try it out. But, because I got an initially positive.

Reaction to the aesthetics and more likely to like the product on further

examination. The third reason, reason that aesthetics

are important in design is that the aesthetics of an artifact are a signal to

the user of the other unobservable attributes of the artifact.

So, let me just give you an, an example. There are two convenient stores in my

neighborhood in Philadelphia. this is the first one.

It's called Second Street Wholesale. I've actually never been in Second Street

Wholesale. Because every time I see the sign out on

front of the, on the front of the store, I think, if they have a sign like that,

I'm guessing the rest of the store isn't too interesting.

Across the street from Second Street Wholesale is Mulberry Market.

Now, look at the Mulberry Market sign, I love going in this store because I look

at that sign and I think, anyone that has such an elegant and attractive graphic

for their sign on their store must have a pretty good store.

Now, I'm sure, in fact, I think it's likely that the owners of both of these

stores probably didn't design those signs.

They probably acquired them as the stores were changed hands over maybe even over

several generations. And so, it may be that, in fact,

the Second Street Wholesale is the better store.

But those, but, but, the sign itself, the design of that, of the sign itself and

the aesthetic experience that I have when I'm looking at, at that sign is a signal

to me, of what, of what the other attributes of the product are,

in this case, the store, and are critically important in how I make a

decision as a user about where I'm going to go.

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