| According to Kenneth Louis Smith, in his book entitled | | | | perspective reiterates that there is a certain art that |
| Handbook of Visual Communication: Theory, Methods | | | | renders a more unique visual perspective. As we all |
| and Media, aesthetics is one of the most important | | | | know, artists are usually tasked to create visual |
| pieces of the visual communication puzzle. He | | | | images. As such, they are connected to a certain |
| reiterates that in the study of visual aesthetics, there | | | | extent with aesthetic concepts and clues, which in |
| are three important disciplines to consider – | | | | turn can be selected, manipulated and refined to |
| philosophy, science and art. | | | | come up with a work of art. This is then a clear |
| The Philosophical Perspective | | | | indication of the relationship between art and visual |
| Guralnik and Neufeldt, defined the word aesthetics as | | | | communications. |
| one that involves the theory and studies of beauty | | | | One Last Perspective – Interdisciplinary |
| as well as the psychological responses made to the | | | | Aside from the three perspectives mentioned above, |
| concept. In other words, the term aesthetics is used | | | | there is also such a thing as the interdisciplinary |
| in a special branch of philosophy that deals with the | | | | perspective. This is actually a fusion of all the other |
| Arts – including its creative sources and effects. | | | | disciplines connected with visual communications. This |
| This perspective about the Aesthetic theory | | | | holistic explanation of the aesthetic theory in visual |
| somehow resulted to arguments. In fact, a lot of | | | | communications believes that philosophy, science and |
| people think that the philosophical perspective | | | | art have something to do with how a person |
| resulted to more arguments than a better | | | | responds to visual images. |
| understanding of visual communications. | | | | For this perspective, science has a way of |
| The Scientific Perspective | | | | interpreting things for visual communications. In here, |
| Visual communications and the aesthetic theory have | | | | the brain processes the information coming from the |
| been discussed in areas of social sciences and | | | | visuals. And through these processes, a person |
| biological sciences. As a matter of fact, studies have | | | | appreciates the functions connected with aesthetic |
| been made in the field known as psychobiology or | | | | perception. |
| experimental aesthetics. The main focus of attention | | | | The interdisciplinary perspective also believes in the |
| in here is to study the response of individuals when it | | | | artistic contribution to the aesthetic theory. Through |
| comes to certain aesthetic properties. | | | | art, one will be able to study that part that shapes |
| The Artistic Perspective | | | | visual images. This is made possible by having a more |
| Science may have provided a more explicit | | | | intuitive and emotional approach to see sensitive |
| explanation on the individual aesthetic responses for | | | | aesthetic relationships. |
| visual communications. However, the artistic | | | | |