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How did you know what is pretty and what is not? When you were little, innocent and pure, you observed the world without stereotype and bias. The pattern of the living room curtain, the lamp post in front of your house and the color of the seesaw in the park, etc. are what influence how you perceive and regard as beauty. People who are exposed to more stimulus of beauty will be more aware of the beauty around them. On the contrary, people will be ignorant and indifferent to beauty if they are submerged in a surrounding which people rarely pay attention to it.

In a long term, people will get used to them and loose the sensibility in distinguishing what is more beautiful. However, how can one thing be more beautiful or less beautiful than others? Shouldn’t it be subjective? As a matter of fact, it is comparable. Beauty is the pleasure generated by senses stimulation and cognition, which are the gratification given by the creation and the action to create as well. It is how the stimuli are displayed that determines which are more exquisite.

Take desserts for example. You love brownie and you believe brownie is the best dessert in the world while you have never tasted a chocolate soufflé before. No offense to brownie, but a chocolate soufflé will be considered as dessert of higher level not only for its texture and flavor but also for the techniques required to bake this dessert. It does not mean soufflé is superior but the strategy used to present a chocolate dessert is more sophisticated. That is, the key is not the topic but the approach. People don’t have to prefer a soufflé but they need to learn to appreciate it.

It is arrangements done with purposes, messages hidden in details. So is design. Symbols of culture, ideology, emotions, imaginations, etc., are carefully placed, transformed and applied into designs. Through design, these niceties will fill into people’s life and be unconsciously taken. People might not be able to explain why baby pink is more suitable than scarlet on a sign of a florist, but they can tell which is more pleasant to the eye.

ODIIST’s team always considers design as a brilliant way to blend aesthetic and the senses of beauty into people’s everyday life. Sense of beauty is not an ability that can be learned instantly by lectures in school. It is more like a habit that people pick up subconsciously in daily life. Learning how to appreciate beauty is not only visiting a museum or gallery but to live in it.

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