Hardwired for beauty

“Beauty is in the eye of the beholder” is a well known cliché but this article from Co. Design points to new scientific data which suggests beauty may be in the DNA of the beholder.

We generally regard DNA as the blueprint for our genotypes and phenotypes, but the double helical molecules also carry information collected over the course of humanity to ensure our survival although it’s more accurate to say our genes are the ones which survived. For better or worse we are not so removed from our primitive ancestors and some our deepest impulses are responses to external stimuli activating those ancient reactions.

Primitive responses in our brains can be utilized in design, whether we use it for good or bad is up to the more evolved parts of our brains.

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