The Science of Visual Attraction


Dutch designer Merel Bekking teamed up with scientists to explore what variables result in a “perfect” design. The researchers determined the “perfect” design by creating a method of testing peoples’ preferences to particular colors, shapes, and materials with an MRI scanner. The results were fascinating and revealed that our brains are most attracted to red, plastic, and closed organic shaped objects. Bekking found the results surprising because “they contradicted what individuals thought they liked” proving that peoples’ preferences are often driven by social factors. With the results in, Bekking set off to create a collection of “perfect everyday objects” that will be on view in Milan this April.

Image by Jochen Hartmann