THEORY OF "ATMOSPHERIC AESTHETICS" IN THE ENVIRONMENTAL DESIGN OF TRADITIONAL CHINESE VILLAGES

Purpose of this study is to identify ways to apply the theory of atmospheric aesthetics in the design of traditional rural landscapes to enhance the visual and experiential appeal of rural areas. Today, the theory of "atmospheric aesthetics" is recognized as a foundation for revitalizing rural environments within the ecological design framework and is widely discussed in academic circles in China and around the World. Methodology. The research utilized literature analysis, inductive reasoning, case studies, and factor analysis of environmental design. Results. Based on the analysis of the practical application of the theory of "atmospheric aesthetics" in rural design, techniques to improve the aesthetic perception of traditional villages are demonstrated. The main advantages of using this theory in the design of traditional villages have been identified, such as: enhanced aesthetic experience; promotion of cultural heritage; improved quality of life; resolution of environmental crises. The practical application of the theory of "atmospheric aesthetics" helps create a unique artistic atmosphere and emotional resonance, making rural landscapes more attractive and strengthening the sense of identity and belonging among residents. Emphasis on preserving traditional cultural elements, such as ancient architecture and streets, contributes to the continuity of cultural heritage and the sustainable development of rural areas. Scientific novelty. Theoretical and practical approaches to rural environment design based on the theory of "atmospheric aesthetics" have been further developed. Extensive evaluations of the effectiveness of using this theory in rural design were conducted during field studies and surveys in various locations. This innovative theory enriched methods of studying environmental aesthetics, offering scientific support for rural revitalization strategies and innovative designs. Practical significance. The practical significance of the obtained results lies in their potential application by designers in the design of traditional Chinese village environments, where an aesthetically comfortable and attractive environment for both local residents and tourists is created based on the identification of emotional and sensory qualities of the surroundings.