Why Do We Like What We Like?

Throughout history, people have asked why we like what we like and whether there is a formula for determining human beauty, popularity, and affinity. The ancient Greeks believed in a formula for beauty called the “golden ratio” which refers to the ideal proportion of length to width in the plastic arts.

One of the most well-known thinkers to explore this question was the Greek philosopher Plato. Plato argued that we like what we like because we are attracted to the ideal forms that exist in the world of ideas. For example, we like music because it is a representation of musical perfection and harmony.

Enlightenment thinkers had a different theory, asserting that beauty and popularity depend on aesthetic consciousness, or people’s appreciation of certain things as beautiful or important.

Some scientists argue that we like things that offer us evolutionary benefits, such as increased survival and reproduction. Others argue that we like things that offer us social benefits, such as greater acceptance and closeness to others.

Today, we no longer have the golden ratio or philosophers to tell us what is beautiful or popular. Instead, we have platforms like Google and Facebook and advertising agencies that influence our opinions and preferences. These often rely on novelty because people are attracted to new and unusual things. However, beauty and popularity are subjective concepts and can vary from person to person.

Despite our desire to experience new things, we have a certain thirst for familiarity and feel more comfortable with familiar things. This can be seen in music, where songs with familiar chord structures and timbres are the ones we like the most, or in movies. As can be observed, most of the best films are sequels, adaptations, or familiar reboots.

Experimenting with new things can be a pleasant experience, but we must find the right balance between familiarity and novelty and have enough familiar things in our lives that give us safety and comfort.

Ultimately, we must understand that beauty and popularity are relatively subjective and we must view them in the larger context of our lives and choices. Let’s enjoy all the beautiful and interesting things we have in life without being too influenced by what others tell us about them. And let’s remember that beauty is in the eye of the beholder and we should appreciate things for what they are, not for what others tell us.