The Power of Ugliness in our Industry

We are attracted to beautiful things and repelled by ugly things—the words “beautiful” and “ugly” are in fact often defined in terms of the human response to the things so described. Fear of ugliness may not be rational, but it is always real and it always changes behavior. So why does power generating and transmission equipment of all types—and the buildings it’s in, too—always have to be so ugly?

According to a white paper from Peter Baston, CEO of IDEAS, we have to ask ourselves as a utility industry if we can do a better job of creating and building our systems by considering this “unimportant” aspect of design, especially with the emphasis on today’s smart and efficient grid....(read white paper...)