Chapter 1

The case study on the role of Aesthetic in Engineering

Aestetics
Aesthetics (also spelled sthetics) is a branch of philosophy dealing with the
nature of art, beauty, and taste, with the creation and appreciation of beauty. It is more
scientifically defined as the study of sensory or sensori-emotional values, sometimes
called judgments of sentiment and taste. More broadly, scholars in the field define
aesthetics as "critical reflection on art, culture and nature."
More specific aesthetic theory, often with practical implications, relating to a
particular branch of the arts is divided into areas of aesthetics such as art theory,literary
theory, film theory and music theory.

Engineering
Engineering is the application of scientific, economic, social, and practical
knowledge, in order to design, build, and maintain structures, machines, devices,
systems, materials and processes. It may encompass using insights to conceive, model
and scale an appropriate solution to a problem or objective. The discipline of
engineering is extremely broad, and encompasses a range of more specialized fields of
engineering, each with a more specific emphasis on particular areas of technology and
types of application.

OVERVIEW
Before developing aesthetic content for any product, it is important to understand:

the factors affecting product use and choice

the prospective users' needs, preferences and expectations

the environments in which the product is bought and used

The interaction between consumer and market leads to a cultural technology

(techne + logos: art + reason) of shifting values. Trends and megatrends in lifestyle,
technological development and social issues have to be anticipated by major
manufacturers to remain competitive. One should ask what customers prefer in terms of
e.g. form/shape, colour, texture, graphics, material qualities, weight, and sound.
Each age has its own ephemeral values. American product streamlining in ships,
locomotives, cars and even objects with no aerodynamic requirements such as
refrigerators and staplers, was perceived as a desirable quality reflecting the modern
aspirations and values of a forward looking society concerned with speed and progress,
and typified by Raymond Loewy's 6000hp Sl, designed for the Pennsylvania Railroad
Company in the 1930's. The Nissan 'Figaro' is mechanically identical to the mass
produced 'March' but it is distinguished by its cosmetic details which allude to areas of
fantasy and back to a nostalgia for the Sixties. The demand for its limited expensive
edition was so great that purchases had to be decided by lottery.
Distinctive features, such as car trim or car interior colour, pattern and material
options are tailored for different market segments, and flexible modern production
techniques make such options financially competitive.

RATIONALE
The concept of Aesthetics provides an appreciation of a product or environment
which influences one's responses at both a conscious and subconscious level.
Aesthetics is very much concerned with human perceptions, responses, needs and
values, and therefore has to be considered as an aspect in all the core phases of
design.

Aesthetics is a vital link between the technical and commercial feasibility of a

product proposal and end-user satisfaction. A designer without a developed aesthetic
intelligence, internationally recognised as a vital tool in industry, will be at a severe
disadvantage.

Importance of the Study

The case study of the role of Aesthetic in engineering is important because of the
aesthetic is so called the beauty of a object or subject it is important in the engineering
because it is the one who make a beauty on what the engineers are making for example
when the engineer make a house they need aesthetic to make it beautiful.
Engineering involvement with aesthetics is vital for the creation of innovative and
successful products in todays fast changing world. This paper discusses the nature of
thisinvolvement, and goes further to argue that aesthetics plays a central role in the
creativeprocess itself. Thus, if engineers are involved in the creation of products, or if
they wish to become more creative, it is important that they be sensitive to the aesthetic
implications of their work and also to their personal aesthetic capabilities. This paper will
also examine a few of the reasons why the importance of aesthetics is difficult for the
engineering profession to acknowledge.