WOII: Week 2 - Aesthetics
Aesthetic relates to the appreciation, study, or philosophy of beauty, art, and taste, focusing on what is visually pleasing or artistic.
The class activity required us to analyze a brand and its branding and how it can be improved to better serve its purpose. We realize the importance of the intention behind every detail to branding, from logos to text to layout to color and more.
We concluded that in branding, aesthetics is crucial as it shapes first impressions, conveys values, and creates emotional attachment with consumers.
In connection to our Studio class, my research implies that aesthetics tie deeply to one’s identity. Similar to phenomenology, each of us has a different perception of aesthetics just like a fingerprint is different in each of us. (Harsanto)
Mehdi Saeedi, my chosen artist for Studio, is an artist whose aesthetics blends traditional Eastern visual culture with contemporary design sensibilities. His aesthetic is deeply tied to his Iranian identity and cultural heritage. As an artist, he honors his roots by transforming Persian and Arabic scripts into contemporary art. It is how he visualizes his identity through letters and form.
In design, aesthetics are vital in communicating one’s values, personalities, and cultures without words. It shapes identity by visually expressing who, or what a brand, space, or individual represents. Allowing self-expression by translating emotions, ideas, and experiences into color, form, texture, and composition. Essentially, aesthetic makes the intangible visible, giving design meaning, recognition, and emotional impact.
Cambridge Dictionary. “AESTHETIC | Meaning in the Cambridge English Dictionary.” Dictionary.cambridge.org, dictionary.cambridge.org/dictionary/english/aesthetic.
From. “From Contour to Calligraphy’ by Mehdi Saeedi - Magazine | Islamic ...” Islamicartsmagazine.com, 2019, share.google/JHOibH0sBSeeNr4Rv.
Gjoni, Ariana. “The Influence of Fashion on Identity and Aesthetics: A Sociocultural Perspective within the Framework of Sustainable Development Goal.” Journal of Lifestyle and SDGs Review, vol. 5, no. 4, 25 Mar. 2025, p. e06116, sdgsreview.org/LifestyleJournal/article/view/6116, https://doi.org/10.47172/2965-730x.sdgsreview.v5.n04.pe06116.
Harsanto, Brian. “Aesthetics & Identity.” Medium, 28 Feb. 2024, medium.com/@brian.harsanto/aesthetics-identity-3d5097225be8.
mehdi. “Mehdi Saeedi: From Script to Calligraphy.” Www.designboom.com, 2019, share.google/YSdQVfgNzCYBCXX3v.