Aesthetics, its qualities and attributes

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: be separated from experience either.

All this makes it difficult to explain aesthetics and define its characteristics. If one looks at the aesthetic concepts one will find that:

(a) Aesthetic concepts are primarily descriptive, though some of them may also have an evaluation of components.

(b) Aesthetic concepts are not condition governed/they have no application condition.

(c) Aesthetic concepts refer to qualities that are perceivable

Experts contend that ‘as far as aesthetics is concerned, perceptual relativism can be classified into two forms—environmental relativism and relativism of interpretation which leads to various perceptions’. Some work has been done based on aesthetic principles and response to these princ-iples, as the importance of aesthetics has increased over time.

The criteria of aesthetics remain relevant to many marketing decisions. All products inherently have aesthetic components, most often by conscious designs and in certain cases otherwise. At times many products are differentiated from others only on the basis of the aesthetic criteria. Therefore, working on these aesthetic elements can subsequently affect evaluation and attitude formation.

The word ‘aesthetics’ is not to be taken in isolation, but the entire realm which includes the emotions one experiences by the presence of beauty and the subsequent feeling of pleasure.

Many times while referring to aesthetics, the term, fashion or style is frequently used. Therefore, one can say that style is used for combining attributes of aesthetics.

Initially, aesthetics was more associated with art and it was a term that was used more from the philosphical point of view, but later it got related to a product from the emotional point of view.

Reprinted with permission from Response India

Book: Aesthetics in Marketing

Author: Rajat K Baisya & G Ganesh Das