Aesthetic heuristics for design: cognitive and sociocultural determinants

Aesthetic pleasure is derived from sensory perception. This pleasure depends on three aspects: the physical properties of the object, the qualities of the perceiver, and four types of aesthetic determinants. Perceptual determinants and beauty standards have been studied scientifically and many methodological rules known and used by designers for decades, such as balance, good proportion, and Gestalt laws, have also been developed. In contrast, cognitive and socio-cultural determinants lack methods to support the aesthetic design process of designers. The use of heuristics as a method of support to this process could be a means of extending the aesthetic possibilities of the product when limited time and knowledge are available. Through a literature review and an analysis of award-winning products the aesthetic heuristics were identified, extracted, organized, and classified, resulting in a repertoire of 48 aesthetic heuristics of cognitive and socio-cultural determinants which were used in two exploratory studies. The results showed that these heuristics allow new and original ideas to be created in less time than usual and expand the possibilities in the aesthetic design process.