RTA 101 Lecture Notes - Lecture 3: Processing Fluency, Golden Ratio, Institute For Operations Research And The Management Sciences
11 Sep 2016
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Document Summary
= the nature and expression of beauty; how things are known via the senses. Abundant life = resources, good health = reproduction and species survives. Traditionally, used math and geometry (golden ratio, law of triangles) Most efficient shape for eye to scan is rectangle with width 1. 5x the height (1:1. 618) Seem in room layouts, computer screens, etc. Processing fluency = the less info to process, the more beautiful/pleasing. Tastes changes; repeated exposure makes us more used to an aesthetic. Beauty represents the ideals of order, harmony, and balance ---> happiness. Legal decisions (fair/equal), cooperation, respecting differences, safety, well-being. Media aesthetics all the content and form choices. Drawn to bad news b/c conflict = story; we can experience it within safe environment. Branding visual and aural impact (art mediates beauty, branding mediates consumption) Digital narratives and games can work through anxieties safely in a virtual world. Symbiotic relationship (informs an idea and expresses an aesthetic)
