Media Design principles adapted from Herb Zettl focusing on aesthetics over content. This presentation includes examples of gestalt principles of perception, which can be used to influence design choices.

1. APPLIED MEDIA AESTHETICS
S PRODUCERS OF MEDIA MESSAGES
WE CAN NO LONGER RELY SOLELY ON INSTINCT
WHEN IT COMES TO APPLYING AESTHETIC PRINCIPLES.
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2. APPLIED MEDIA AESTHETICS
E NEED KNOWLEDGE & SKILLS TO SELECT & APPLY
AESTHETIC ELEMENTS THAT HELP US
TRANSLATE IDEAS INTO MESSAGES
SWIFTLY, EFFECTIVELY, PREDICTABLY
I.E., AN EDUCATED PERCEPTION.
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3. APPLIED MEDIA AESTHETICS
ATHER THAN BEING PRIMARILY CONCERNED WITH BEAUTY,
APPLIED AESTHETICS DEALS WITH AESTHETIC PHENOMENON
INCLUDING LIGHT, SPACE, TIME-MOTION, AND SOUND, AND
OUR PERCEPTUAL REACTIONS TO THEM; THE MEDIA; AND
IT CAN BE USED FOR BOTH ANALYSIS AND PRODUCTION
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4. APPLIED MEDIA AESTHETICS
RINCIPLES
- ART & LIFE ARE MUTUALLY DEPENDENT, ESSENTIALLY INTERCONNECTED
- MEDIA ARE NOT NEUTRAL MEANS OF MESSAGE DISTRIBUTION
- ESTABLISH VALID AND RELIABLE CRITERIA VERSUS NOTIONS OF BEAUTY
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5. APPLIED MEDIA AESTHETICS
ONTEXTUALISM PROVIDES THE FRAME OF REFERENCE
• INCIDENTS OF LIFE, UNPREDICTABILITY, AND THE FUSION OF DETAILS
• THE RELATIONSHIP OF ART TO LIFE: ART AS PROCESS, HISTORICAL, CULTURAL, SOCIAL
• ART AS CLARIFIED, INTENSIFIED, INTERPRETED EXPERIENCE: EVERYTHING HAS POTENTIAL
• ORDER & EXPERIENCE COMPLEXITY—ESSENTIAL COMPANIONS
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6. APPLIED MEDIA AESTHETICS
HE ROLE OF THE MEDIA ARTIST IS TO LOOK AT THESE INCIDENTS OF LIFE,
SEARCH FOR THEIR ESSENTIAL QUALITIES, THEN SELECT, EMPHASIZE, AND
ORDER* ITS MOST IMPORTANT ELEMENTS IN SUCH A WAY THAT WILL FUSE
TO BECOME A SIGNIFICANT NEW EVENT-OF-QUALITY WORTH COMMUNICATING.
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*MANIPULATION MUST ALWAYS OCCUR AND BE EVALUATED WITHIN A FRAMEWORK OF BASIC ETHICS

7. APPLIED MEDIA AESTHETICS
N OUR PERCEPTUAL PROCESS, WE JUDGE AESTHETIC PHENOMENA AND PROCESSES IN A CONTEXTUAL FRAME OF REFERENCE:
A. OUR PERCEPTUAL MECHANISMS ARE DESIGNED TO STABILIZE AND SIMPLIFY THE ENVIRONMENT
B. SELECTIVE SEEING – WE SEE WHAT WE ARE USED TO SEEING
C. AESTHETIC RESPONSES ARE CONSISTENT ENOUGH TO BE PREDICTABLE—& MANIPULATED FOR IMPACT
D. WORK TOWARD AN EMOTIONAL LITERACY, AN EDUCATION OF THE SENSES
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8. APPLIED MEDIA AESTHETICS
ETHOD = INDUCTIVE > FOCUSED NOT ON CONTENT BUT ON FUNDAMENTAL IMAGE ELEMENTS:
I. LIGHT AND COLOR
II. TWO DIMENSIONAL SPACE
III. THREE DIMENSIONAL SPACE
IV. TIME-MOTION
V. SOUND
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9. APPLIED MEDIA AESTHETICS

10. APPLIED MEDIA AESTHETICS
common fate

11. APPLIED MEDIA AESTHETICS
proximity

12. APPLIED MEDIA AESTHETICS
good continuation

13. APPLIED MEDIA AESTHETICS
uniform connectedness

14. APPLIED MEDIA AESTHETICS
similarity

15. APPLIED MEDIA AESTHETICS