Principles of Aesthetics

Picking up where we left of previously, if we know aesthetics to be anything concerned with beauty and perception that gives us our foundation to build from..quite a vast and subjective foundation. Beauty while having universal truths to human perception is almost entirely culturally influenced. What's beauty to Asian culture be antithetical to whats beautiful to American culture, not to mention sub-cultures within these monoliths. Ad infinitum.. you see where I'm going here?

So this begs the question are there absolutes in Aesthetics? YES! and no. Lol. Back to my personal definition of it. Something that maintains aesthetic poignancy must mimic god-nature or the order of the universe, the Matthew Principle, the Paretto Distrbition, the 80-20 rule, and the golden ratio. Look these up if you're not following. Keep up now.

Now that we set the stage with big picture guidelines these principles should fall into the categories of:

1. Sight

2. Sound

3. Smell

4. Touch

5. Feel

   
   

   and sometimes

Aetherial essence, should your message be of a transcendental nature

In the spirit of brevity and concise messaging, these 6 factors are the principles of aesthetics, combined with the intended evocation and alignment with your brands intended message. All of these factors in the customers experience of your brand should harmonize like Tzchaivosky to deliever a VISCERAL gut punch to the consumer that screams your message from the depths of ones' soul. Now how do we achieve this?

I should caveat this message with my intended audience are for brands and businesses with ethics, morals, and concerned with deep value. I will not utilize human psychology and dark triadic tactics to beef up your businesses customer base. I am sure there are plenty of marketers or consultants who are willing to do so, however I have addressed my opinion on the longevity and efficacy of said business practices and the icky feeling they give me.

Back to how we can achieve effective aesthetic evaluation and execution: That is for you to decide. I am simply a vessel upon which the lord hath bestowed quantum-sensitivity to the human experience.

My framework for aesthetic evaluation and execution can be applied to products, services, events, venues, experiences, pop ups, multimedia productions, and other guerilla marketing ideas that have yet to be thought of (by you).

So please contact me to see how my framework and expertise can help elevate or reimagine your brand or businesses aesthetic. Thank you for your time and attention.