Visual Product Evaluation: Using the Semantic Differential to Investigate the Influence of Basic Geometry on User Perception
Products evoke emotions in people. Emotions can influence purchase decisions and product evaluations. It is widely acknowledged that better product performance and higher user satisfaction can be reached through aesthetic design. However, when designing a new product, most of the attention is generally paid to enhance its functionality and usability and much less consideration is given to the emotional needs of users. This paper investigates the connection between emotions and product features. Various forms of vases are used as a product case. Additionally, a compact list of product-specific semantic descriptors is first developed using a classification based on Jordan’s four pleasures model. Paper-based surveys, face-to-face interviews, and statistical methods were performed in this paper, where significant correlations between semantic descriptors and product geometry were found. Prototypes of two vases were developed based on elicited emotions and a short validation on aesthetic value was performed. Our results show core set of geometric features of a vase have the strongest impact on emotional responses from users: the opening of the neck, the height of the neck, the base of the neck (width), and the base (width).