We should note that all of these places of thermal extremes (Finnish saunas, Japanese hot baths, American beaches and mountains) have their opposites close at hand. There are possibly two reasons for having the extremes right next to each other.
The first is physiological: the availability of extremes ensures that we can move from one to the other to maintain a thermal balance.
The second might be termed aesthetic: the experience of each extreme is made more acute by contrast to the other.
Works of art which have great life often have intense contrast within: rough/smooth, solid/void, loud/silent, empty/full. It is the difference between opposites which gives birth to something. Contrast is what often gives other principles their degree of life – the intensity of the boundary, the markedness of the alternating repetition.
Contrast strengthens centers by making each a deeper entity of itself, and thereby giving deeper meaning to both. It is, at its simplest, what allows us to differentiate. But meaningless contrast remains meaningless. It is only when centers are actively, mutually, and meaningfully composed that it acts to deepen the whole.
The labile tastes of certain decision-makers in a company are often a great burden for designers. Too many feel themselves qualified to pass judgment. And how insensitive, how superficial these judgments often are.
Taste, believes Rams, is something that needs to be trained, since the aesthetic decisions at this level in product design are intrinsically bound to the entire form and function of the object. It would be unimaginable, for example, that the management of an aerospace company would ask the designers of a new plane to shorten the wings because they think it would make it look prettier.