relationships and human functions in society. "A person's life and the cultural space
appear to be a fragment of an organized existence in a sort of cosmic chaos, where each
step involves transforming activity. This principle is brought to the absurd by the
modern civilization and led to the distortion of nature, violation of the integrity of
archaic cultures in which the way of the world designing conformed to the nature laws"
[4, p. 9]. Further, the consideration of the manifestations of noncompliance with the
laws of nature can occur on two conditional levels: 1) consumption level as the
inconsistency of the objective world of a man; 2) the production level of the objective
world as a creative (or spiritual) crisis of the designer.
Returning to the problem of achieving the equilibrium between the internal state
(goals) and external expression (aesthetics), it is understood that the pursuit of harmony
is one of the defining challenges of design practice. Searching the right direction and
the genesis of its theoretical reflection, the realization that the need for design has been
reduced to mere functionality, comfort and so forth are reflected in the studies of
different countries of the world. Hence, a famous Japanese theorist of design K. Ekuan
relates joy from the interaction with the subject to the essential criteria of the quality
of design He justifies this with the ecological relationship to the person where the
design, at least does not have to destroy her — not only the body but also the mind,
emotions, culture, spirituality, history [17]. Another well-known theorist, American D.
Norman in his book "Emotional design" (2003) also argues that the emotional side of
design may be more important to the success of a thing than its practicality [11, p.7].
In his opinion, all the elements of the perception of design are not only cognitive
processes but also emotions. To attract attention and highlight the problem of
compliance with internal and external a recognized Soviet scholar V. Genisaretskiy
proposed the concept of "virtual state", which was determined as an indicator of
conformity to the inner world of man to external circumstances. He predicted that
mental basis for the emergence of virtual states appears to be a self-image of a man
who, unlike the image, the reflexivity — expression in the psyche of her current state.
The evaluation of any human interaction with the surrounding reality can be full only
under condition of preliminary consideration of not only the character portrayed but
also a reflection of the own state at the time of its perception. According to O.
Genisaretsky, the virtual state is required to bring the inner world in accordance to the
environment, since the human nervous system creates its mental design for every
situation, which seeks an optimal way to link everything that is happening around, what
is happening inside a person. And if it is without controversy, the energy (motivation?)
for further actions appears.
In general, for the proponents of the anthropological (a human-oriented) approach
in design it is characteristic for the cause of the conflict of human existence (and nature
and in the civilizational environment) to be determined as a defect of conceptions of a
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