Impact of aesthetic appearance to facilitate corporate business objectives in organisations

Abstract

Aesthetic appearance is a judgment of value based on the appearance of an object. Shapes, proportions, rhythms, scale, degree of complexity, colours, and illumination are the subject matter of formal aesthetics. Aesthetics appearance is an important field in psychology as aesthetics influences the human mind and can lead to psychological reactions, both positive and negative. Creating an aesthetically distinctive identity of development will become an integrated part of the community because user’s state of mind and feeling affected by the emotional elements in design. However, this area has not been addressed in detail. Thus, this research focused to identify and analyse parameters of aesthetic appearance of buildings and their impact towards corporate business objectives of commercial organisations. The research used case study approach and two commercial buildings were selected as cases. Data were collected using semi structured interviews. Data analysis was done using content analysis. Five parameters were established to analyse the aesthetic appearance. Findings revealed that all forms and elements of aesthetic appearance are full of potentially symbolic meanings and have considerable impact on corporate business objectives. Though, there are considerable aesthetic applications as mentioned above, still there are substantial deficiencies in current practices of adaptation of aesthetical appearance for building design in Sri Lankan context.