Understanding and tailoring the visual elements of a developing product to evoke desired perceived qualities and a positive response from the consumer is a key challenge in industrial design. To date, computational approaches to assist this process have either relied on stiff geometric representations, or focused on superficial features that exclude often elusive shape characteristics. In this work, we aim to study the relationship between product geometry and consumers' qualitative judgments through a visual decomposition and abstraction of existing products. At the heart of our investigation is a shape analysis method that produces a spectrum of abstractions for a given three-dimensional (3D) computer model. Our approach produces a hierarchical simplification of an end product, whereby consumer response to geometric elements can be statistically studied across different products, as well as across the different abstractions of one particular product. The results of our case study show that consumer judgments formed by coarse product “impressions” are strongly correlated with those evoked by the final production models. This outcome highlights the importance of early geometric explorations and assessments before committing to detailed design efforts.

References

References
1.
Holbrook
,
M.
, and
Hirschman
,
E.
,
1982
, “
The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun
,”
J. Consumer Res.
,
9
(
2
), pp.
132
140
.10.1086/208906
2.
Boatwright
,
P.
, and
Cagan
,
J.
,
2010
,
Built to Love: Creating Products That Captivate Customers
,
Berrett-Koehler Publishers
,
San Francisco
.
3.
Chaudhuri
,
A.
,
2012
,
Emotion and Reason in Consumer Behavior
,
Routledge
,
London
.
4.
Steur
,
I.
,
2007
, Sketching: Drawing Techniques for Product Designers,
BIS Publishers
,
Amsterdam
.
5.
Crilly
,
N.
,
Moultrie
,
J.
, and
Clarkson
,
P.
,
2009
, “
Shaping Things: Intended Consumer Response and the Other Determinants of Product Form
,”
Des. Stud.
,
30
(
3
), pp.
224
254
.10.1016/j.destud.2008.08.001
6.
Chen
,
K.
, and
Owen
,
C.
,
1997
, “
Form Language and Style Description
,”
Des. Stud.
,
18
(
3
), pp.
249
274
.10.1016/S0142-694X(97)00002-1
7.
Veryzer
,
R.
,
1993
, “
Aesthetic Response and the Influence of Design Principles on Product Preferences
,”
Adv. Consum. Res.
,
20
(
1
), pp.
224
228
.
8.
Lai
,
H.-H.
,
Chang
,
Y.-M.
, and
Chang
,
H.-C.
,
2005
, “
A Robust Design Approach for Enhancing the Feeling Quality of a Product: A Car Profile Case Study
,”
Int. J. Ind. Ergonomics
,
35
(
5
), pp.
445
460
.10.1016/j.ergon.2004.10.008
9.
Orsborn
,
S.
,
Cagan
,
J.
, and
Boatwright
,
P.
,
2009
, “
Quantifying Aesthetic Form Preference in a Utility Function
,”
ASME J. Mech. Des.
,
131
(
6
), p.
061001
.10.1115/1.3116260
10.
Reid
,
T.
,
Gonzalez
,
R.
, and
Papalambros
,
P.
,
2010
, “
Quantification of Perceived Environmental Friendliness for Vehicle Silhouette Design
,”
ASME J. Mech. Des.
,
132
(
10
), p.
101010
.10.1115/1.4002290
11.
Reid
,
T.
,
Frischknecht
,
B.
, and
Papalambros
,
P.
,
2012
, “
Perceptual Attributes in Product Design: Fuel Economy and Silhouette-Based Perceived Environmental Friendliness Tradeoffs in Automotive Vehicle Design
,”
ASME J. Mech. Des.
,
134
(
4
), p.
041006
.10.1115/1.4006146
12.
Yumer
,
M. E.
, and
Kara
,
L. B.
,
2012
, “
Co-Abstraction of Shape Collections
,”
ACM Trans. Graphics
,
31
(
6
), p.
1
.10.1145/2366145.2366185
13.
Nagamachi
,
M.
,
1995
, “
Kansei Engineering: A New Ergonomic Consumer-Oriented Technology for Product Development
,”
Int. J. Ind. Ergonomics
,
15
(
1
), pp.
3
11
.10.1016/0169-8141(94)00052-5
14.
Chen
,
C.-C.
, and
Chuang
,
M.-C.
,
2008
, “
Integrating the Kano Model Into a Robust Design Approach to Enhance Customer Satisfaction With Product Design
,”
Int. J. Prod. Economics
,
114
(
2
), pp.
667
681
.10.1016/j.ijpe.2008.02.015
15.
Luo
,
S.-J.
,
Fu
,
Y.-T.
, and
Korvenmaa
,
P.
,
2012
, “
A Preliminary Study of Perceptual Matching for the Evaluation of Beverage Bottle Design
,”
Int. J. Ind. Ergonomics
,
42
(
2
), pp.
219
232
.10.1016/j.ergon.2012.01.007
16.
Luo
,
S.-J.
,
Fu
,
Y.-T.
, and
Zhou
,
Y.-X.
,
2012
, “
Perceptual Matching of Shape Design Style Between Wheel Hub and Car Type
,”
Int. J. Ind. Ergonomics
,
42
(
1
), pp.
90
102
.10.1016/j.ergon.2011.10.001
17.
Chen
,
K.
, and
Owen
,
C.
,
1998
, “
A Study of Computer-Supported Formal Design
,”
Des. Stud.
,
19
(
3
), pp.
331
359
.10.1016/S0142-694X(98)00002-7
18.
Chan
,
C.
,
2000
, “
Can Style be Measured?
,”
Des. Stud.
,
21
(
3
), pp.
277
291
.10.1016/S0142-694X(99)00011-3
19.
Chan
,
C.
,
2001
, “
An Examination of the Forces That Generate a Style
,”
Des. Stud.
,
22
(
4
), pp.
319
346
.10.1016/S0142-694X(00)00045-4
20.
Prats
,
M.
,
Earl
,
C.
,
Garner
,
S.
, and
Jowers
,
I.
,
2006
, “
Shape Exploration of Designs in a Style: Toward Generation of Product Designs
,”
AI EDAM-Artif. Intell. Eng. Des. Anal. Manuf.
,
20
(
3
), pp.
201
216
.10.1017/S0890060406060173
21.
Cheutet
,
V.
,
Pernot
,
J.
,
Leon
,
J.
,
Falcidieno
,
B.
, and
Giannini
,
F.
,
2004
, “
Inserting g1 Discontinuities Into Free-Form Features for Aesthetic Design
,”
WSCG
, Vol.
4
, pp.
109
116
.
22.
Giannini
,
F.
, and
Monti
,
M.
,
2002
, “
An Innovative Approach to the Aesthetic Design
,”
Common Ground–The Design Research Society Conference
, pp.
5
7
.
23.
Giannini
,
F.
, and
Monti
,
M.
,
2002
, “
Cad Tools Based on Aesthetic Properties
,”
Primo Convergno Eurographics Italian Chapter
, Milano, Italy, pp.
11
12
.
24.
Giannini
,
F.
, and
Monti
,
M.
,
2003
, “
Design Intent-Oriented Modelling Tools for Aesthetic Design
,”
J. WSCG
,
11
(
1
), pp.
173
180
.http://wscg.zcu.cz/wscg2003/Papers_2003/D07.pdf
25.
Cappadona
,
F.
,
Goussard
,
J.
,
Sutra
,
S.
, and
e Sviluppo
,
P.
,
2003
, “
Fiores II: A Quantitative Approach of Aesthetic Notions
,”
Collaborative Design MICAD Conference
, pp.
1
9
.http://www.fiores.com/FIORES2/publication/AQuantitativeApproachOfAestheticNotions_MICAD2003.pdf
26.
Stompff
,
G.
,
2003
, “
The Forgotten Bond: Brand Identity and Product Design
,”
Des. Manage. J.
,
14
(
1
), pp.
26
32
.10.1111/j.19487169.2003.tb00336.x
27.
Wheeler
,
A.
,
2006
,
Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands
,
Wiley
,
Hoboken, NJ
.
28.
Pugliese
,
M.
, and
Cagan
,
J.
,
2002
, “
Capturing a Rebel: Modeling the Harley-Davidson Brand Through a Motorcycle Shape Grammar
,”
Res. Eng. Des.
,
13
(
3
), pp.
139
156
.10.1007/s0016300200131
29.
McCormack
,
J.
,
Cagan
,
J.
, and
Vogel
,
C.
,
2004
, “
Speaking the Buick Language: Capturing, Understanding, and Exploring Brand Identity With Shape Grammars
,”
Des. Stud.
,
25
(
1
), pp.
1
29
.10.1016/S0142-694X(03)00023-1
30.
Karjalainen
,
T.
,
2003
, “
Strategic Brand Identity and Symbolic Design Cues
,”
6th Asian Design Conference
, pp.
1
13
.http://www.idemployee.id.tue.nl/g.w.m.rauterberg/conferences/cd_donotopen/ADC/final_paper/197.pdf
31.
Ranscombe
,
C.
,
Hicks
,
B.
,
Mullineux
,
G.
, and
Singh
,
B.
,
2012
, “
Visually Decomposing Vehicle Images: Exploring the Influence of Different Aesthetic Features on Consumer Perception of Brand
,”
Des. Stud.
,
33
(
4
), pp.
319
341
.10.1016/j.destud.2011.06.006
32.
Saaty
,
T.
,
1977
, “
A Scaling Method for Priorities in Hierarchical Structures
,”
J. Math. Psychol.
,
15
(
3
), pp.
234
281
.10.1016/0022-2496(77)90033-5
You do not currently have access to this content.