Beauty is in the Phi

by The Aesthetic Blueprint posted in Aesthetic Concepts, Golden Ratio, Patient Assessment, PHI

To create a truly extraordinary result, one must first understand the science of beauty. Artists, painters, and sculptors dating back to ancient times clearly understood that there is a mathematical element to beauty. In fact, ancient Greeks contended that all beauty is in mathematics and that beauty is proportional in all things beautiful. Research suggests that there is only one mathematical relationship that is consistently and repeatedly reported to be present in beautiful things, both living and human-made, that being: the Golden Ratio or the Divine Proportion. The Golden Ratio is a mathematical ratio of 1.618:1, and the number 1.618 is called Phi, named after the Greek sculptor Phidias.

In aesthetics, oral and maxillofacial surgeon Stephen Marquardt, MD, pioneered extensive research on human facial attractiveness based on a mathematical construction of facial form, which he termed The Golden Mask. Marquardt and others maintain that physical beauty is hard-wired into our brains and is based quite readily on how closely one’s features reflect Phi proportions. One can easily look at beautiful faces and understand that this is true.

Indeed, one could say that Beauty is in the Phi of the Beholder.

The Aesthetic Blueprint to Measuring/Determining Phi

The Aesthetic Blueprint Calipers.

Incorporating the concept of Phi and the mathematics of beauty is a powerful way to enhance your consultations. This approach dramatically builds trust with patients and helps them to see more clearly areas in need of attention and the value of a comprehensive treatment plan.



Here’s the approach that we teach as part of The Aesthetic Blueprint using golden ratio calipers to measure Phi proportions specifically:

Using Phi in Aesthetic Consults

The golden ratio calipers can be used as part of a facial assessment because they are an integral part of consults with patients. Using calipers as part of an aesthetic consult helps patients see and clearly understand the areas in need of attention.

Importantly it creates a sense of personalization — tailored to them specifically, making each patient feel ‘special.’  Think of a time a tailor measured you for a custom outfit.  How did that make you feel?

The same is true with measuring Phi proportions.

Explain to your patients that beauty can be measured, and through measurements, it can be restored.

This quickly gets the patient’s attention and conveys a non-verbal message of your thoroughness, extreme attention to detail, and complete focus on their results.

Additionally, measuring Phi and drawing on each patient’s face before treatment helps train your brain to focus on the end result, which is nothing short of extraordinary.

The Golden Ratio is truly the coming together of science, math, and art in aesthetics. To further understand that Golden Ratio, study the work of Stephen Marquardt:

You can learn more about how to use Phi measurements to enhance your consultation from Bob Rullo’s #1 bestseller, The Aesthetic Blueprint.

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