Week 9

19 April 2017

Today, Dr. Tan continued regarding the last topics that he want to teach us 3
days ago but we dont have enough time to continue it that day. It is the principles
of pleasure in design aesthetics.

Dr. Tan state that the pleasure in designs occurs when human beings achieve
their aims by altering or changing subjective world. Achieving the unity by
matching the regularity of nature with individual objectives. There are three
principles that Dr. Tan stated.

1. Maximum effect for minimum means.

- We like to invest a minimal amount of means, e.g. effort, resources, brain

capacity, to obtain the highest possible effect in terms of survival,
reproduction, learning or exploring.
- A theory or formula is considered beautiful when it only has a few attempt
or parameters that can describe or predict a vast range of phenomena.
- The use of metaphors . Metaphors has long been seen as a stylistic devise
to say something that is difficult to express in words. For this reason, we
often use metaphors to express our emotional feeling, as in frozen with
fear.
2. Unity in variety

- The world out there is loaded with information and we can simply not pick
up any source that happen to be within reach.
- It is therefore beneficial to perceive connections and make relationships to
see what belongs togather and what not.
- In order to perform this task, our sensory systems must detect order in
chaos or unity in vanity.
3. Most advanced yet acceptable (MAYA)

Examining the incompatibility of two theories.

- The preference for prototypes theory

- There is a rational behind unity. The perceptual tendency of grouping, of

discovering relations, is reinforcing because it allows us to detect objects
or meaningful wholes, e.g the behind the tree.

- There is a Neurophysiological advantage in unity, due to the limitations of

our brains capacity, extracting relationships is an economically sound way
to minimize allocation of attentional resources.
- Also, a gestalt law of perceptual organization.