Preference for Proportions as a Function of Context

Abstract

The debate over the aesthetic pleasingness of the golden section is still ongoing, over 100 years after Fechner's pioneering investigations. The present study attempts to advance the debate by investigating the role of context in determining which rectangular proportions are preferred. Participants were shown three different ranges of proportions in three different orders. The order of presentation of ranges influenced aesthetic preferences most when the first range presented contained relatively “thin” rectangles. However, when the first range presented contained relatively “thick” rectangles, or had the golden section as its mid-point, then the most preferred proportion was in the vicinity of the golden section. These results are discussed in relation to the current controversy concerning the aesthetic significance of the golden section.