Innovations in the Architectural Environment: the Impact of Society on the Positive Perception and Conflict of the Incomprehensible

The article is focused on issue of human perception of new objects of architecture and design, overcoming people’s commitment to the old and familiar. New ideas often face a negative reaction from society. Modern architecture, any projects of modern style, cause not only curiosity in its viewers but irritation, stress, negativity, psychological aversion as well. Original and common information of perception of the architectural environment is characterized by a dialectical unity. With complete originality there is a conflict of the incomprehensible. With complete commonness – the conflict of oversaturation. Unapprehensiveness generates the transfer of functions, the transfer of an object to another functional group. The more developed the society and the specific observer are, the easier it is to perceive new forms and technologies for them. There is a larger amplitude scale at the stage of information filtering. The development of society brings perception to a new stage, new forms and styles transform into typical ones, a psychological adaptation occurs. Crisis situations in a country and the general perception of life as critical, non-positive notion forms a negative reaction to new proposals. The situation is similar to “Seligman’s dogs”, the so-called learned helplessness. The psychological impossibility of non-action is the impossibility of thought, the unwillingness to look for analogies and images that would lead to metaphorical matches. Often the perception of a new object can be influenced in advance by technologies and mass media. In order to resist these technologies, to have his own, personal opinion, a person needs a high level of knowledge, world outlook, synthesis of information about the object. The formation of new human values, raising living standards lead to an adequate perception of the new architectural environment.