The detail is more pleasant than the whole: Global and local prime affect esthetic appreciation of artworks showing whole-part ambiguity

Esthetic experience is the result of the coordination of different cognitive processes. It has been widely reported that top-down processes of orienting of attention interact with bottom-up perceptual facilitation occurring during esthetic experience of artworks. Here we use whole-part ambiguity as a tool to test the effect of global and local prime on esthetic appreciation of complex visual artworks. To this aim 139 healthy young individuals completed an esthetic judgment of Arcimboldo’s ambiguous artworks, which were preceded by a local or global prime. Their perceptual style was also assessed using a Navon task. We found that local prime significantly enhanced esthetic appreciation of ambiguous portraits. Also, we found that prime level interacted with individual’s perceptual style: participants showing local perceptual style liked less ambiguous portraits when they were preceded by global prime. Overall, the present findings shed some light on the processes involved in esthetic experience, pointing towards a pivotal role of re-direction of attention towards perceptual features of the artworks and its interaction with individual factors, such as perceptual style.