The Role of Visual Aesthetics in Emotional Response

Abstract: This study aims to examine the impact of visual aesthetics on emotional response in design and art as well as the potential for computer technology to optimise aesthetic design choices for optimum emotional impact. Through an examination of prior research and investigation into the potential for computer-generated designs to optimise emotional impact, the paper emphasises the repercussions of these findings beyond the design industry, including ethical concerns. The study demonstrates that by analysing vast amounts of data and identifying patterns in emotional responses, artificial intelligence systems can generate designs optimised for specific emotional outcomes. By leveraging computer technology’s capacity to optimise aesthetic ratings for emotional impact, designers and researchers may be able to create more engaging, memorable, and effective designs. However, one must consider ethical concerns, such as prejudice, impartiality, data privacy, and security. To ensure the responsible and beneficial use of computer technology in visual design, the study identifies five key areas for future research: context, cultural and contextual aspects, personalization, ethical frameworks and norms for computer-generated designs, and real-world outcomes (such as sales and customer engagement). This study aims to shed light on the significance of visual aesthetics in emotional response as well as the potential for computer technology to revolutionise design decision-making to optimise emotional impact.

Keywords: Visual aesthetics, Emotional response, Design and emotion, Computer-generated designs, Emotion

DOI: 10.54941/ahfe1004170

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