Evaluating Aesthetic Experiences via Immersive Virtual Environments and EEG: Toward the Integration of Neuroscience Tools in Design Assessment

The significance of aesthetic experiences in shaping human perception and interaction with spaces has long been acknowledged in art and design theory. While neuroscience research highlights the importance of aesthetic experiences, empirical studies examining spatial experience and the influence of the environment on aesthetic perception using neuroscience technologies remain scarce. This study addresses this gap by investigating users’ aesthetic experiences in immersive environments that allow free movement under varying conditions. The objective is to evaluate whether consumer-grade biosensor technologies can assist architectural researchers in exploring how design decisions influence aesthetic experience. Using a 32-channel EEG system, the experiment explored the aesthetic experiences of 25 participants across three immersive VR environments. Analyses were conducted using Power Spectral Density and Linear Mixed-Effects Modelling. Results linking neural activity to aesthetic ratings reveal suppressive effects of left and mid-parietal beta activity on aesthetic perception, alongside facilitatory effects from right central low-gamma activity. Furthermore, the findings indicate that the environment modulates aesthetic experience through a neuro–perceptual mechanism, highlighting the delicate balance between cognitive and emotional engagement and processing fluency in shaping aesthetic perception. • EEG+VR can be employed for assessing aesthetic experience of designed environments. • Left and mid-parietal beta activity shows suppressive effects on aesthetic perception. • Right central low-gamma activity shows facilitatory effects on aesthetic perception. • Environmental perception shapes aesthetic experience via a neuro–perceptual mechanism. • Aesthetic experience relies on balancing cognitive engagement and processing fluency.