The atmosphere of the image: an aesthetic concept for visual analysis

This paper introduces the concept of atmosphere as relevant for visual analysis. This concept was developed in aesthetic theory and has been used previously in studies of aesthetic artefacts and architecture. When a visual encounter is viewed as an aesthetic situation, the concept helps to explain how the impact of images derives from their aesthetic, emotional and corporeal effects, from the mood and cognitive responses they create. In this paper, a case study from the trading floor of the Frankfurt Stock Exchange is presented to illustrate how the atmosphere of imagery exerts an aesthetic influence on people. Emphasizing the subtle power of atmospheres, the paper outlines implications for broader issues of consumption and culture.