differences in aesthetics perception, trends in consumer culture and the
understanding/perception of a mastered, value-meaningful space. It is important that,
as providing material needs, the usual kind of things becomes a kind of condition of
common life and, accordingly, the change in the usual things as one of its components,
can be a reason for the change in attitudes of a man.
Understanding of aesthetics as a modern science involves consideration of the
"aesthetic" as an external manifestation of the internal or an external expression via
inner life of the subject. It may relate not only to the beauty, but also to the ugly, ironic,
tragic, comic and the like. That is, the aesthetic, above all is an expression or
expressiveness, and aesthetics (according to A. F. Losev) is the science of expression
in general. Hence, what we consider to be beauty or beautiful is a kind of balance
between internal and external, a certain achievement or harmony between the internal
as an objective and the external as the achievement of this goal.
It is the consideration of the design process as a system that includes not only the
creation of the object (things), and includes a person who responds to the created reality
has led to the coverage limits of the design concept of harmonious. According to some
researchers, the imagery supposes objectivity and aesthetics-functionality as different
from the common, formed in consequence of aesthetic and artistic reflection, the
interpretation of harmony as the state of the soul (spirit), in the perception of product
design (together with other types of substantive aesthetic activities).
Thus, according to M.Yu. Demidova, the design aesthetic rank differs from art
and the beautiful here covers all that stimulates a man to action, allows him to achieve
certain results with the help of a designed harmonious product. He proposes to consider
the harmony as correspondence of man's inner world to the subject environment, which
promotes activities [4, p. 9]. Accordingly, the search for the mechanisms of
harmonization will include the study of basic mental processes — attention, perception,
motivation, stereotypes and the like, as basic knowledge of them is crucial to create a
harmonious environment by means of design. Together with the knowledge of
ergonomics and physiology of the human body they will determine the reasonableness
of a human-oriented approach in design. Its need is caused by the increase of a conflict
(non-harmonious) situation in the relations of a human with the created artificial
environment and with the growing crisis of its interaction with the natural. Thus, M.
Y. Demidov stresses that each thing created by a human forms a particular structure of
criteria, values and guidances that fill the human mind and through it indirectly guide
the activities. A formed second nature (an artificial environment) as a result of this
activity, is mainly contrary to the human as an integral element of the first nature, that
is, natural environment. N.Yu. Demidova believes that discomfort feelings and
violation of human existence integrity, the growing imbalance between the natural and
social environment rea associated with a high level of differentiation of social
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