ABSTRACT
The chapter introduces the complexity of the human visual system. It suggests this a fundamental reason for why designing novel objects that are aesthetically acceptable is difficult. Six approaches to visual cognition are outlined. Gestalt theory is presented, explaining how we see objects in the environment. Gibson’s theory proposes a form of active viewing and is related to affordance theory. Gregory’s theory describes indirect (constructivist) perception. Anthropomorphism explains why we act towards objects as if they were people (or animals). The idea of primitive forms might explain how the underlying geometry of forms can be perceived. Seeing ‘as if’ explains how we interpret shapes as if forces had acted on them. Together these broadly complementary ideas help explain how the viewer understands what they see. Exercises for readers to undertake in a classroom setting are suggested.
