Aversive Aesthetics

Aversive Aesthetics is the graduation project of Merel.
Aversion has a paradoxical effect: as much as we want to run away from disgusting things, we feel attracted to them as well.
There is something so tantalising in the shock that we watch movies we don’t want to see, sniff at things we don’t want to
smell and listen to stories we don’t want to hear. Merel has studied ways of harnessing the invitation that lies hidden in repulsion
to come to a new way of storytelling. Is there a way to enrich the aesthetic by triggering an aversive emotion: disgust?

On the pictures below you’ll see the outcome of the research where the main goal was to find out if it’s possible to use disgust
as an aesthetic value. Besides the book ‘Aversive Aesthetics’, where the research is bundled, there are nine books filled with visual
research and six photographs as an end result, functioning as a small campaign, showing the potential of the aversive.

Year: 2014, graduation project at Design Academy Eindhoven.