installation the image as a meaningful unit of imagination that connects the past and
present is superimposed on the perception experience. Around the image a semantic
field of values is formed, which, in case of a corresponding emotional attitude, may
become dominant in creating new images. As a result, the productive imagination
appears, which actively manifests itself in various types of human interaction and
things, using as material direct sensory (perceptual) images, memory images, mental
images-types, images of the future and ideas of different degrees of abstraction [18, p.
173].
In other words, the aesthetic attitude (to any kind of object) can be generated and
accumulated in the mind of the individual as a potential ability to aesthetic activities.
The aesthetic attitude, primarily, is to identify a complete image and its appropriateness
in a given situation. Originating in the unconscious, it precedes the conscious activity
of aesthetic perception and evaluation of the object by both a consumer and a subject
of the project process. Also, the existence of the main "vital" super-goal of a
personality, that structures the field of individual plants according to their degree of
fixity and differentiation of consciousness. It is assumed that certain individuals are
constantly correlated with this basic setting in the conscious; it determines individual
life style, the type of perception or imagination of man and acts as a nucleus of the
composition of its values, which are formed by a long assimilation process of
experienced information from the outside world. The changes in relationships in the
system of values, determined by the relationship of the individual with reality and a
way of life may be the conditions of transformation or withdrawal of the basic goal.
These changes can be both gradual and abrupt, caused by the fine tuning of the goal
hierarchy or a specific stressful situation.
It is believed that the culture values sharing, communication or consumption of a
person depends on the attitude to the norms set out in the cultural tradition to which
he/she belongs [18, p. 174-175]. Thus, for some people, the value is primarily
determined by the orientation attitude to the reality that is a personality type oriented
to the normal style of perception, thinking and cognition. For the others — the
orientation follows the value attitude — this is a more open personality type,
characterized by the performance of thought and action, creative imagination,
associativity. It can be assumed that it is the latter type that will form the project
activities scope. Relying only on their own perception, evaluation and preferences
mechanisms, which may differ from those for whom a new object, the designer
provides a conflict situation between the expected and actual importance.
That is, no matter how aesthetically perfect a thing may look for a developer, it
may be partially or fully unperceived by the consumer because its social value will be
possible in the specific process of human life and in the semantic field of real spatial
environment. Therefore, the reasons for these object perception discrepancies may be
- 958 -