The Aesthetic Imperative

The Aesthetic Imperative –Postrel

Postrel claims that we (as humans) are drawn to aesthetics because it feels natural and motivational, instead of forced. She says that we demand things and have expectations of stores, businesses, etc to look a certain way. She also claims that we—now more than ever—are educated and place higher expectations on innovators.
Instead of feeling good about something, Postrel says that we are drawn to things because of good design. “That design makes sense” is something she feels would motivate a purchase as opposed to evoking a warm and fuzzy feeling.
Postrel claims that we expect things to look good and that designs make sense. Not only should the display at target “flow,” but also the items on the display look a certain way. This, Postrel feels, is a result our demands.
We are more educated than ever and our expectations are ever increasing, Postrel says. And, as a result, company ceo’s and designers have to work harder to create products to meet our needs.
Great design used to be an opulence enjoyed by the elite. Now, with lower-end retail stores offering “designer looking” items, it is accessible to everyone. This does not mean that design—or concept—has been dumbed down. Instead, it is more utilized and thoughtful.
Think about it: People have been looking to Martha Stewart for inspiration for 25-years, and now we can purchase look-alike items at Macy’s for a fraction of what she paid for the original. Stewart’s retail displays at Macy’s mimic her own home, giving a feeling of opulence and organization. Then, on those displays are beautiful—and inexpensive—items that have been unattainable for the masses until now.
I think that visual/tactile aesthetic is a good thing. But, keep in mind that it can be another marketing tactic. For example, people wear Ed Hardy because it looks original and messy, but it comes at a price. His t-shirts can run upward of $100. Those who purchase his clothing feel original and not manipulated, but should think again because the sparkly displays are aesthetically pleasing and a great marketing tool.