Form Attributes of Electric Kettle Influencing Product Visual Complexity
| Autor: | Mei-Ting Lu, 陸美婷 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 Differences in product visual complexity come from the response of consumer''s visual perception, and the visual features and attributes it presents can directly influence the consumer preferences and purchase intention. For business organizations, whether a new product is favored by consumers or not is an important issue for product design strategy; and whether product designers can precisely control the relative importance of product''s visual attributes and follow such a quantitative indicator as a basis for visual design development, can have a significant impact on the success or failure of new product development. Therefore, this research chose electrical kettle from the electric appliance industry as its study example, in a hope to understand the various factors affecting product visual complexity, and to explore its relationship with consumer preferences. This study began by exploring the relevant literature on product visual complexity and asked senior industrial designers to do a product grouping on the 56 electric kettle samples collected. Through cluster analysis, four typical products types were produced; furthermore, morphological analysis was used to describe those characteristic factors with hierarchical structure to define the product form attributes and standards. As for samples of products'' overall outline constructed using 3D visual simulation, they were used to investigate the consumer''s level of acceptance of the new product form preferences and complexity, while conjoint analysis was applied to obtain the part-worth and relative importance of each attribute and standard. The results showed: the relative importance of consumer''s attribute preference was form 36.70%, material 22.13%, color 29.67%, and texture 11.50%; for visual complexity, form was 45.45%, material 21.39%, color 21.72%, and texture 11.45%. The correlation between product visual complexity and preference was a negative one, indicating a design portfolio of low visual complexity is more favorable among consumers, and a high degree of visual complexity is not welcomed by the consumers. Such effective product design and development model can facilitate the planning department of a company in developing product positioning and market segmentation and marketing strategy, and effectively improve operational performance; by understanding the impact that product visual complexity has on consumer preferences, the design department can accurately manage the relative importance of product''s visual attributes and various standards. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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