As someone who is well-versed in design history and internet culture, I frequently find myself having the conversation of how to parse the difference between authentic and derivative visual styles with those who are less familiar with them. Indeed, those who don't fully research nor understand where a style originate from and what it entails tend to emulate derivative styles in an attempt to represent the original style.

For example: when asked to portray the '80s aesthetic in video, someone who strives for authenticity might run to the thrift store and grab a VHS camera to render footage using technology that was used at the time, maximizing realism.

Another person might ignore the footage degradation and instead use purple sunsets and grid lines, unaware that they are actually simulating the Synthwave and Outrun styles, which are derivative of the '80s but not actually true to the time period.

Other styles that are derivative of the '80s include Vaporwave and Corporate Memphis, which each have their own characteristics as well.

This begs the question: how can someone who doesn't live on social media learn about all of these different aesthetics—the original AND the pastiche? How do they begin to understand the intricate differences and defining attributes of each style?

Enter Consumer Aesthetics Research Institute.

When I first found this website I was absolutely flabbergasted. I felt understood and seen because all the aesthetics, original and derivative, had been neatly labeled in its own category. What's even better is that they did a deep dive into the different subcultures within authentic styles and sorted those into their own categories as well. For example, the '80s is no longer just '80s, it's Contempo Eclectic, and Jumbled Font, and Neon Surf. Of course, these category names are evidently made up by thier researchers, but they still reveal a non-stereotypical aspect of the culture of that decade that I couldn't fully grasp before.

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Full recommend on this site—I learned so much in so little time.

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