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Sensory Aesthetics

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A model for applying social science to inform the design of product aesthetics. This is illustrated with an example: product aesthetics for the law enforcement market.

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Sensory Aesthetics

  1. 1. SENSORY AESTHETICS How Social Science can Inform Design Aesthetics Moin Rahman Ira Jhangiani
  2. 2. A recognizable, repeatable motif with an established visual syntax Sensory Aesthetics Design Language
  3. 3. Sensory Aesthetics
  4. 4. Sensory Aesthetics Design Language AESTHETICS
  5. 5. 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
  6. 6. Sensory Aesthetics
  7. 7. Sensory Aesthetics delicacy X brutality riot X serenity indifference X interest - Le Corbusier
  8. 8. Sensory Aesthetics
  9. 9. Sensory Aesthetics Theory of Communication (Design)
  10. 10. Sensory Aesthetics Aesthetic Bias
  11. 11. Why Aesthetics?: THE MESSAGE “ thrusting, upwardly mobile executive” “ ecologically sound, right-on trendy”
  12. 12. Roots of Art: “Deep Connection” Paleolithic Cave Paintings (Lascaux, France)
  13. 13. 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 (knowledgeexperience have little or no role) “ preferences need no inferences”
  14. 14. 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)
  15. 15. Applying Sensory Aesthetics to Inform the Design of a Law Enforcement “mission critical” Product (an illustration)
  16. 16. Deep Structures Deeply rooted desires
  17. 17. 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.
  18. 18. Human Needs: Maslow’s Hierarchy Deep Structures
  19. 19. Hobbesian Choice The Promise of Security Binds Society Together Deep Structures
  20. 20. 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
  21. 21. Why has government been instituted at all? Because the passions of men will not conform to the dictates of reason without constraint. - Federalist Papers (No. 15) Deep Structures
  22. 22. Social Contract The Law Enforcer Deep Structures
  23. 23. Survival Safety Security Serious Deep Structures’ Aesthetic
  24. 24. Behaviors Fundamental behaviors
  25. 25. The conscious and nonconscious development, cultivation and execution of behavioral patterns when seeking to accomplish routine goals in daily life, at work & play. Behaviors
  26. 26. Security through Prosematic Behaviors Behaviors rudimentary behaviors that are necessary to survive and reproduce (driven by the R-complex) signature display challenge display
  27. 27. Security through Prosematic Behaviors: Live Action Shots Behaviors
  28. 28. Security through Prosematic Behaviors Behaviors
  29. 29. Security through Prosematic Behaviors Behaviors
  30. 30. Security through Prosematic Behaviors Behaviors bonding display
  31. 31. Security through Prosematic Behaviors Behaviors
  32. 32. Behaviors’ Aesthetic Authoritarian Bold Invincible
  33. 33. Culture Socially shared, collective consciousness
  34. 34. Culture is the Collective programming of the mind which distinguishes the members of one group or category of people from another - Geert Hofstede Culture
  35. 35. Culture
  36. 36. Culture PLAY PLAY
  37. 37. Culture Symbols Rituals Heroes a culture expresses its values through…
  38. 38. Culture Symbols Patterned ways of thinking, feeling and reacting are acquired and transmitted mainly by symbols.
  39. 39. 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)
  40. 40. Culture Symbols (Artifacts)
  41. 41. 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
  42. 42. Culture Heroes: positive role model Possess highly prized characteristics
  43. 43. Culture Power Distance “ the extent to which a culture accepts and expects the unequal distribution of power.”
  44. 44. <ul><li>Physical Authority </li></ul><ul><ul><li>visual </li></ul></ul><ul><ul><li>auditory </li></ul></ul><ul><ul><li>- tactile </li></ul></ul><ul><li>Mental Authority </li></ul><ul><ul><li>auditory </li></ul></ul><ul><ul><li>technical </li></ul></ul><ul><li>Moral Authority </li></ul><ul><ul><li>reputation </li></ul></ul><ul><ul><li>branding </li></ul></ul>Culture Power Distance (tangible and intangibles) INSPIRING AWE DEEP REVERENCE LOFTY EMOTION
  45. 45. Culture Deterrence over elimination of threat
  46. 46. Culture
  47. 47. “ the role of police is best understood as a mechanism for the distribution of non-negotiable coercive force.” - Egon Bittner Force: Always an Option
  48. 48. Sound as a medium to express unequal distribution of power Sonic Weapon 1 2 4 3 5 6 6
  49. 49. Sonics: European Police Siren
  50. 50. Subsonic bass tones to stir and stimulate the audience [frenzied response] Sonics Nazi Rally
  51. 51. “ the manner in which a culture distributes emotional roles between genders .” Culture Masculinity vs. Feminity TOUGH tender
  52. 52. Culture Masculine and Feminine Texture
  53. 53. Culture Masculine and Feminine Form
  54. 54. Culture Masculine and Feminine Products
  55. 55. Culture Masculine and Feminine Icons Concrete (Masculine) Abstract (Feminine)
  56. 56. Culture Masculine and Feminine Form Endomorph Mesomorph Ectomorph
  57. 57. <ul><li>- reduced power distance (friendly, approachable) </li></ul><ul><li>mildly masculine </li></ul><ul><li>can “posture” (in synch with officer’s posturing displays) </li></ul><ul><li>Yet, a no-nonsense, expression of the law enforcement aesthetic </li></ul>Action!!! London Metropolitan Police MTH800 [FRED]
  58. 58. <ul><li>- High power distance (assertive) </li></ul><ul><li>aggressive, autonomous and strong </li></ul><ul><li>can “posture” (in synch with officer’s posturing displays) </li></ul><ul><li>Amplification of the law enforcement aesthetic </li></ul>Action!!! MTP850 [Barney] Korea National Police
  59. 59. Action!!! Head to head comparison MTH800 [FRED] MTP850 [Barney]
  60. 60. <ul><li>Police culture </li></ul><ul><li>(coping mechanisms): </li></ul><ul><li>training </li></ul><ul><li>conditioning </li></ul><ul><li>shared experiences </li></ul><ul><li>Attributes </li></ul><ul><li>honor </li></ul><ul><li>sense of duty </li></ul><ul><li>ethics </li></ul>“ 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
  61. 61. “ 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
  62. 62. Ecology Physical, demographic, organizational & semiotic setting
  63. 63. Ecology is the general science that studies the relationship between the organism and the external environment - Ernest Haeckel Ecology
  64. 64. Ecology design and aesthetics of pre-existing artifacts, symbology, jargon, clothing, cuisine, etc. Semiotics slow vs. fast; economical vs. deliberative; utilitarian vs. pleasure deriving Interactions public vs. private sector; single vs. multi user; emergency vs. regular; mission critical vs. non critical. Organizational codes mobile vs. fixed; night vs. day; covert vs. overt; personal vs. work Operational modes socioeconomic strata, age group, gender, etc. Demographic terrain, climate, altitude, etc. GeographicalPhysical Features (examples) Elements of Ecology
  65. 65. Ecology: Chinese-Tibetian Railway
  66. 66. Ecology Conflicting aesthetics (Tibetan vs. Communist). Tibetan’s love for color and resplendence vs. the official Chinese [communist] aesthetic that is stark, dour and plain. Semiotics Physically demanding, cognitive impoverishment (low oxygen), physiologically taxing, dangerous, high risk, scenic and breathtakingly beautiful Snowcapped mountains, high altitude (16,000 ft.), low oxygen (30% - 40% of sea level), cold, permafrost GeographicalPhysical Aesthetic Implications Features (examples) Elements of Ecology
  67. 67. Ecology: Tibet vis-à-vis China
  68. 68. Ecology  Economy and Social Structure Ecology East Asian Greek relationships context middle way harmony independent atomistic decontextualize logical instrumental
  69. 69. Ecology
  70. 70. Ecology
  71. 71. Affordance Potential for action
  72. 72. Affordance The intuitive grasp or potential for action Affordance
  73. 73. 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.
  74. 74. Affordance
  75. 75. Affordance
  76. 76. Epoch Zeitgeist: spirit of the times (fashion and fads)
  77. 77. Epoch Jet Age: Streamlined Decade (jet age) DC-3 (circa 1930)
  78. 78. Epoch Jet Age: Streamlined Decade (jet age) 1934 Chrysler Airflow Union Pacific Streamliner
  79. 79. Epoch Denotation & Connotation These two chairs have a similar denotation and very different connotation. Bruno Mattson, Eva , 1934. Jonas Bohlin, Concrete, 1987 Capture the values of a law enforcement domain, its ecology, terrain and mission
  80. 80. <ul><li>traditional thinking is outdated </li></ul><ul><li>an utopian outlook </li></ul><ul><li>rising from the ashes of WW I – a rebirth “new” </li></ul><ul><li>democracy: people are sovereign </li></ul><ul><li>- put people in control of their lives </li></ul><ul><li>an obsession with technology, machines, materials </li></ul>Modernism was characterized by: the unadorned, geometric forms, abstracted shapes, and bold colors Epoch - people, politics, periods & technologies 1914-1939
  81. 81. 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
  82. 82. 2007 Toyota Tundra 2006 SALES 124,508 (previous model) LAST MAJOR REDESIGN New this year. CASH INCENTIVES $1,315 NOTABLE 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 199,771 LAST MAJOR REDESIGN 2002 model. CASH INCENTIVES $5,502 NOTABLE 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: Ram was the originator of the bold big-bully look, with huge grille and dropped fenders. NOTABLE: The 5.7-liter V-8 is great, providing brute force without being brutish Myth making Epoch
  83. 83. Corresponding Author Contact: [email_address] (or) [email_address]
  84. 84. Validating the Sensory Aesthetics Framework
  85. 85. <ul><li>Which of these six filters exist? </li></ul><ul><li>How do these filters interact? </li></ul><ul><li>How do we measure these filters? </li></ul><ul><li>How do we apply this SA filter framework in design? </li></ul>Validating the Sensory Aesthetics Framework
  86. 86. <ul><li>Identifying the design strategy </li></ul><ul><ul><li>Application in the current design lifecycle </li></ul></ul><ul><li>Review of existing tools and techniques </li></ul><ul><li>Associating the 6 filters to existing tools </li></ul><ul><li>Consolidating existing tools to create a methodology applicable to the SA framework </li></ul>Validating the Sensory Aesthetics Framework
  87. 87. Review of existing tools and techniques       Quantitative        Qualitative Lindstrom Sensogram Zaltman ZMET Approach Oliver, Polkinghorne, Bruner Narrative Analysis Jordan Pleasurability Checklist Jordan Property Checklist Desmet PrEmo Sanders Collaging Gaver Cultural Probes Osgood Semantic Differential Nagamachi Kansei Engineering Author/Developer Method
  88. 89. PrEmo
  89. 91. Story Telling Missing Picture ZMET: Zaltman Metaphor Elicitation Technique Triad Task Metaphor Probe/Expand the Frame Metaphor Probe/ Expand the Frame
  90. 92. Sensory Non-Visual Metaphors Vignette ZMET: Zaltman Metaphor Elicitation Technique Digital Imaging
  91. 94. Sensogram
  92. 95. Sensogram
  93. 96. journey as entertainment… entertainment as journey… Sensogram
  • UttamJodawat

    Oct. 1, 2020
  • RosemaryMulholland

    Sep. 24, 2013

A model for applying social science to inform the design of product aesthetics. This is illustrated with an example: product aesthetics for the law enforcement market.

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