Multi-modal visual experience of brand-specific automobile design
Author
Summary, in English
Purpose – This paper presents a questionnaire study of brand-specific perceptions of automotive
design using subjective rating methods. The purpose of the paper is to explore the multiple modalities
of the visual product experience of automobile design as perceived by the general public. Furthermore,
the experiences were analysed using a framework for visual product experience (VPE).
Design/methodology/approach – Respondents were asked to assess the design of two car models
at an international car show in relation to brand perceptions and visually perceived attributes using,
among other tools, visual analogue scales. Analysis was done using a qualitative technique.
Findings – Results from the study indicate that there is a correlation/relation between experiential
modes, in that respondents tended to rate attributes consistently high or low across modes. This
implies that if the aesthetics are not perceived as favourable, neither is the expression of the car.
Furthermore, respondents’ assessments of aesthetic appeal and expression are on an average
strikingly similar, suggesting that the level of aesthetic appeal correlates with the level of semantic
understanding of the design. The general rating of emotional response follows a similar consistent
pattern for the two studied cars.
Originality/value – Study approach as a way to gain insights into subjective perceptions of
products based on appreciation and interpretation of visual product form. VPE framework
recognising, mapping and clarifying the multiple modes of the visual experience.
design using subjective rating methods. The purpose of the paper is to explore the multiple modalities
of the visual product experience of automobile design as perceived by the general public. Furthermore,
the experiences were analysed using a framework for visual product experience (VPE).
Design/methodology/approach – Respondents were asked to assess the design of two car models
at an international car show in relation to brand perceptions and visually perceived attributes using,
among other tools, visual analogue scales. Analysis was done using a qualitative technique.
Findings – Results from the study indicate that there is a correlation/relation between experiential
modes, in that respondents tended to rate attributes consistently high or low across modes. This
implies that if the aesthetics are not perceived as favourable, neither is the expression of the car.
Furthermore, respondents’ assessments of aesthetic appeal and expression are on an average
strikingly similar, suggesting that the level of aesthetic appeal correlates with the level of semantic
understanding of the design. The general rating of emotional response follows a similar consistent
pattern for the two studied cars.
Originality/value – Study approach as a way to gain insights into subjective perceptions of
products based on appreciation and interpretation of visual product form. VPE framework
recognising, mapping and clarifying the multiple modes of the visual experience.
Department/s
Publishing year
2008
Language
English
Pages
356-371
Publication/Series
The Tqm Journal
Volume
20
Issue
4
Document type
Journal article
Publisher
Emerald Group Publishing Limited
Topic
- Production Engineering, Human Work Science and Ergonomics
Keywords
- Automotive industry
- Brand image
- Marketing strategy
- Customer satisfaction
Status
Published
ISBN/ISSN/Other
- ISSN: 1754-2731