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Beauty is in the eye of the beholder. We’ve all heard this age old adage from our earliest childhood memories. Beauty and taste govern most of our personal daily decisions in everything from choice of foods to selection of clothes, cars and furniture. Yet most of us never think of how these things were created, they were all designed! Imagine, every manmade item has been designed by someone. Each product has undergone a series of developmental iterations before finally reaching the marketplace. The final product represents someone’s idea of what is best for their customer. A few products become a major success while hundreds of others disappear shortly after they are introduced. Although purchasing decisions are made based on a number of factors, appearance influences one’s choice in virtually every situation.
Have you ever wondered why some things strike you as beautiful and others look really bad? Next time you go shopping for a car, furniture, jewelry, a vacuum cleaner or whatever new gadget you must own, ask yourself this question and take a close look at your new purchase. Look at their overall shape and notice proportions of various features within the product. Although all humans share a common fundamental sense of what is proportionally correct, the precise balance between what is visually appealing or unappealing will vary according to a number of factors. The Greeks tried to define beauty based on the ratio of 1 : 1.618 established by the mathematician Euclid of Alexandria in 300 BC. This ratio influenced all Greek architecture including the Parthenon as well as classical paintings, furniture and sculptures for more than two millennium. Even today contemporary buildings, graphic layouts and products are still based on this ratio.