Some of the elements that make things seem beauty, explained from a universal perspective to applied design.

1. The elements of beauty (some of them)
By Javier Cañada

2. What makes things beautiful?
Is beauty permanent? Do we see beauty in
things that were beautiful 20 years ago?
Will this beautiful object be beautiful in 30
years from now?
Is beauty a cultural construct? Do we see
beauty the same way Asian or Africans do?
Can something be beautiful globally?

4. Geometrism
Humans have a tendency towards geometrical
shapes. The simpler the more we like them.
We arrange and align everything, from our icons
on the computer to our papers on our desk,
according to geometrical, linear patterns.
Basic shapes such as the square, the rectangle
and the circle, along with simple 90º or 45º
curves are our favorite.

5. In London’s Underground Map
(the mother of all metro maps)
line paths, although very
different one from another,
were all represented in curves
of 90º and 45º angles to simplify
its reading.
VW Beetle is another example
of geometrism through the
reduction of its shape to 3
circles
Band & Olufsen speakers
come as cones, circles or
reclangles

6. The rectangle, and specifically the
one aproximating golden ratio
proportions, have been used and
prefered since the early Greek
period.
Now check your iphone’s screen size.

7. Unity
Unity is defined as the state of being undivided
or broken. In product design it is the tendency to
use as few percievable shapes as possible in the
form of an artifact.
Unity may be achieved through the simplification
of materials, shapes or permiteters.
Simplifying form goes in hand with reducing the
number of functions in an artifact, which ends
up simplifying the product and its use.

8. Fewer parts, shapes, materials and colors.

9. Neutrality
Neutrality is the quality of not expressing
anything. Neutral design uses neutral colors
(white, black, grey or transparent) to minimize its
visual impact.
Neutral objects merge better with any
environment and allow for user expression
instead of product expression.

10. some examples of neutrality in iconic products
note how they are also good examples of geometrism and unity

11. Timelessness
Neutrality, geometry and unicity make for
timeless objects. Timeless designs are not
subject to trends, they are always formally valid.
The business advantage of pursuing timeless
design lies in the fact that a timeless product
needs less or none design revisions to stay the
current trend.

12. Braun SK2 radio, was Google’s homepage Polypropylene chair
designed in 1962. Its has remained almost has sold more than 20
design could be from the same for the last 10 milion units since it
any decade. years was first produced
in1963
Its shape is also a
golden ratio rectangle!

13. Symmetry
Our association of symmetry with beauty may be
rooted on our animal nature. Symmetry is
usually a sign of health and a good inmune
system since successful attacks to our bodies
tend to leave marks and effects on any of our
sides. So the more symmetrical the healthier
one is and the more attractive it is for mating.
Symmetry relates to any of the x, y or z axes in
an object. That’s why we consider the sphere
(symmetrical in all axes) to be the most perfect
shape.

14. Volkswagen is always a great example of geometrism
and symmetry. The Beetle is symmetrical to three
different axes.

15. Suggested readings
“Taste for Makers” by Paul Graham
http://www.paulgraham.com/taste.html
Inside Steve’s Brain (pages 68 to 89)
Leander Kahney
Ornament and Crime
Adolf Loos

16. www.vostokstudio.com