"The Aesthetic Imperative"

1. Claim-argument?
2. Value, Hierarchies?
3. Agree/Disagree?

The last line in this excerpt from "The Aesthetic Imperative" written by Princeton graduate, Virginia Postrel is: "...'making special' has become a personal, social, and business imperative."

Postrel's claim of 'making special' is that aesthetics has become increasingly sought after in this day and age. Gone are the days of every laptop looking exactly the same--iMacs, for example, operate in the same function as any good computer does but looks aesthetically pleasing to the eye at the same time. The purpose of seeking beauty in this world has evolved into an idea of creative expression. We as consumers, like being surrounding by things that we think look good and that attracts us to it.

"We are by nature-by deep, biological nature-visual, tactile creatures," says David Brown--a former president of the Art Center Colege of Design in Pasadena.

Brown, as quoted by Postrel, is saying that we are innately a visual species. When we like things, we make it known. We value those that can operate with a sense of creativity. You can't just be in business simply because you are good at math--nowadays, you need to make a good presentation to go along with your idea.

The hierachy of aesthetics has been expanded into a concept that we are actually utilizing style. The first tier, according to Postrel is that it appeals to our senses. The second tier, would be to question if it is fully functional and capabale to meet our needs. What used to be just all about cost, comfort and convenience now includes aesthetics in the mix.

As much as I would like to disagree with Postrel, that aesthetics is not that big of a deal--I will have to grudgingly agree with her and that I am guilty of being in the higher percentage of consumers that are more drawn to products and places that are easy on the eye. I value good design and while that may include how it operates, but I am more in favor of the outside. I have been a big fan of Apple since it first began and I much prefer it to how Compaq designs their laptops. Macbooks, for me personally, are much more appealing to my young side and that it is making the claim that they are a company for the future.