From the glistening waters of the Chao Phraya River to sleek, polished shopping malls in the heart of Bangkok, a preference for lustrous surfaces and water views is more than a matter of aesthetics—it traces back to the very roots of human survival. Recent research, drawing on archaeology, evolutionary psychology, and environmental neuroscience, reveals the powerful influence of shiny and glossy surfaces on our emotions and nervous systems. This not only offers insight into why Thais are drawn to waterfront condos and luxury items but also points to innovative approaches for urban design, health, and education in Thailand.
The evolutionary story behind our love for shine begins with our ancestors. According to historical and anthropological studies, early humans who could recognize and locate water—often identified by its reflective, lustrous surface—were more likely to survive in harsh, arid environments. This survival skill, according to the “savanna hypothesis,” may have shaped the very evolution of the genus Homo as ancient grasslands stretched across Africa and early hominins navigated their way between scarce waterholes (Smail et al., 2025; Bobe & Behrensmeyer, 2004). As anthropologist Dean Falk’s “radiator theory” suggests, the regular quest to find water not only influenced physical survival but also neurological development (Falk, 1990).
Modern neuroscience cements these ancestral instincts: recent studies from the Journal of Environmental Psychology led by Professor Richard Coss found that gazing at bodies of water reduces heart rate and blood pressure, eliciting a noticeable relaxation response (Coss & Keller, 2022). Clear and abundant water—whether wide stretches viewed from a riverbank or poolside—relax viewers more than narrow or murky counterparts, hinting at an unconscious association with safety and well-being. Remarkably, the calming effect appears stronger when the water is clearer, which may reflect an evolved wariness of waterborne diseases (a valid concern in Thai canals and rivers, especially during the rainy season).
But the appeal of shine doesn’t stop at water. A classic experiment by Coss in 2010 demonstrated that people (and notably, children) identify glossy surfaces—such as polished paper and glitter finishes—as “wetter” than matte or sandy textures (Coss, 1990). This is confirmed by consumer psychology: even infants and young children reliably prefer glossy over matte surfaces, as shown in a Journal of Consumer Psychology study by Meert, Pandelaere, and Patrick (2014). Adults and children alike pick shiny leaflets and images over dull ones—even if the images are identical in content. This suggests that our preference for luster might be an innate outcome of our evolutionary past, rather than a learned bias from modern advertising.
These instincts didn’t emerge overnight. From the 40,000-year-old Aurignacian culture in Western Eurasia to the Blombos Cave site in South Africa dating back 75,000 years, researchers have unearthed personal ornaments—beads, pendants, and tools—that were deliberately polished or crafted from shiny materials like ivory, soapstone, or mother-of-pearl (White, 2007; d’Errico & Henshilwood, 2007). Even gravels found in Upper Paleolithic sites in France were intentionally polished, likely valued for their luster within their communities (Geis et al., 2023).
Fast forward to today, this primitive attraction finds new life in Thai real estate and marketing. Waterfront properties—from condos overlooking the Saen Saep Canal to luxury hotels by the Mekong—command higher prices and social prestige, echoing global trends (White et al., 2010). Bangkok’s skyline brims with high-rise apartments designed with expansive glass panes, maximizing light and “shine,” while high-end shopping malls employ polished marble, glass, and reflective tiles to lure customers and inspire awe. Marketers, aware of this unconscious bias, often display products on glass or glossy surfaces, which research shows can enhance perceptions of modernity, luxury, and desirability (Zhu & Meyers-Levy, 2009).
The positive links between shine, water, and psychological calm also extend into education and mental healthcare—a forward-thinking domain for Thai schools, hospitals, and even urban planners. Environmental psychologist Wallace J. Nichols, in his book “Blue Mind,” compiled evidence suggesting that exposure to water landscapes initiates a meditative state, improves mood and creative thinking, and even correlates with better learning outcomes and stress recovery (Nichols, 2014). This has special resonance for Thailand, where meditation and water-based relaxation (such as Songkran water rituals or riverside temples) have long been interwoven with notions of health, happiness, and community.
Some researchers highlight how our evolutionary preference for glossy surfaces can also help foster inclusive, joyful environments in schools and public spaces. For instance, paintings and learning materials with water motifs or glossy textures may intuitively boost attention, calm, and interest among Thai students—regardless of their socioeconomic background (Zube et al., 1983). Similarly, urban parks designed with water features (klongs, fountains, reflective pools) can serve as vital public “blue spaces” for stress relief, especially in Bangkok where green and blue spaces are often limited.
Despite these universal instincts, some caution is warranted. While shine can signal cleanliness and newness, in some Thai settings—particularly in older communities—a preference for matte, weathered surfaces may reflect cultural symbolism tied to Buddhism (impermanence, humility) or nostalgia for traditional wooden houses along Bangkok’s canals. The challenge for designers and educators is to blend this ancient neurological pull toward shine with respect for cultural nuance.
Looking to the future, these findings open a wealth of possibilities for Thailand. As neuroscience deepens our understanding of how visual stimuli shape behavior, new opportunities emerge for leveraging lustrous surfaces and water themes in everything from hospital design to branding, school curriculums to city planning. Policymakers can promote the inclusion of water features and reflective surfaces in urban renewal projects, not just as beautification but as an evidence-based strategy for improving public health and well-being.
For Thai readers and policy shapers, practical steps could include supporting the development and maintenance of riverfront parks and water-based recreational spaces, encouraging schools to incorporate water imagery and glossy materials into learning environments, and considering shine and water access in housing and workplace design. Business leaders can take inspiration from these findings in product presentation and office design to boost creativity and reduce stress among employees.
Whether sitting by the Chao Phraya, admiring a glossy new magazine, or simply noticing the allure of a polished jade Buddha image, Thais are engaging age-old instincts that connect survival, aesthetics, and well-being. By consciously aligning our built environments and daily spaces with these ancient preferences, we stand to nurture not only beauty and status, but also the nervous system and soul.
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