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Aesthetic Intelligence Assists Inclusive Design

Product preference is rarely an exercise in logic, and is a more complex process than selection through visual features, ease of use or physical fit alone. This paper argues that if the human factors dimensions of a product embraces only a narrow ‘norm’ then the product's features will only be perceived and be usable by a relatively narrow range of users: it will be ‘exclusive’. If the concept of ‘aesthetic intelligence’ is understood then products can be designed to be more inclusive in nature. By acknowledging personal responses and cultural values, in addition to physiological and psychological issues, a broader, more inclusive range of user preferences and responses can be accommodated. Using a ‘scenario of sensory encounter’ the author proposes a methodological approach to revealing our aesthetic intelligence which extends Dreyfuss' paradigm for an ‘environmental comfort zone’, to encompass a richer set of issues influencing usability and acceptability.