In human history, the evolution of intelligence is a major milestone. The evolutionary process has resulted in humans to develop the ability to think, to acquire the ability of abstract thinking and to create complex cultural structures. However, the evolution of intelligence is not limited to the development of practical skills and problem-solving abilities. The role of creative expressions such as music, painting and arts is of great importance in human sociocultural evolution. Human awareness of the phenomenon of aesthetics has also developed along with these fields.
Aesthetics encompasses people’s ability to evaluate and appreciate many things such as beauty, works of art, natural landscapes, music, literature and other visual or auditory experiences. Aesthetic perception guides individuals’ preferences and evaluations of beauty. When something is considered aesthetically pleasing, it means that it has a positive impact on an individual’s emotional, cognitive and even physical responses. This may include visual harmony, symmetry, proportions, colors, patterns, sounds, rhythms and other visual or auditory features in balance and harmony. Aesthetic perception varies from person to person and may also change socially over time.
The processing of aesthetic perceptions in the brain is a complex process and several different brain regions play a role in this process. These are;
Orbitofrontal Cortex: It is a brain region associated with emotional evaluation and reward processing. It plays an important role in evaluating emotional responses such as pleasantness or pleasure in aesthetic experiences. This region can influence the subjective aspects of beauty perception.
Visual Cortex: This is the brain region where visual information is processed. It analyzes information from the eyes and transforms it into shapes, colors, patterns and other visual features. In this way, it contributes to the perception of elements such as visual harmony, symmetry, proportions and patterns in aesthetic experiences.
Hippocampus: An area of the brain involved in memory and memory processing. The hippocampus can play an important role in the formation and recall of memories associated with beautiful things. Emotional connections to aesthetic things and previous experiences can be shaped through memory.
In the light of all this information, there are some common aesthetic perceptions for humanity, but it should be noted that there is not completely universal or fixed standard of beauty. It can be observed that certain aesthetic traits are generally accepted among people.
CONCLUSION: There is a strong relationship between neuromarketing and perception of aesthetics. In order for neuromarketers to better understand consumers and create effective marketing strategies, it will be beneficial to measure aesthetic perception through emotions and take steps towards this. Understanding the impact of aesthetics on consumer behavior is important for strengthening brand image and enabling consumers to establish a more positive connection with the brand.
Reference
Psychologist Merve Altındağ
M. Bhupal, et al. Aesthetics and Evolution: What We Find Beautiful and Why (May 10, 2022). Retrieved July 13, 2023. Retrieved from: https://evrimagaci.org/s/11654
