Study of Three Levels of Design for Cultural and Creative Products Pertinent to Consumer Personality Traits

摘要

To meet consumer requirement, the cultural and creative products underscore the route of developing personality products in a bid to satisfy unconventional and independent psychological demand of consumers. The purpose of this study is to explore correlation of consumer personality traits in selecting products or preference for products. Professional Dynam i tic Program (PDP) personality traits testing has been used, and as for products three levels of emotional design proposed by Norman (2004) is adopted: Visceral, behavioral and reflective. The flow of study is divided into four major stages, the first stage of literature review and theoretical construction, the second stage on websites of Palace Museum Boutique Pavilion, Taiwan Cultural and Creative Souvenirs Pavilion and Pinkoi, and invite experts to screen cultural and creative products on bestseller list; the third stage focuses on PDP personality traits testing in a bid to understand consumers’ personality traits; The fourth stage provides cultural and creative products after screening and selection of questionnaire for individual intuitiveness of testee’s preference for product design. The conclusion of this study shows significant correlation in preference of consumers’ differential personality traits on design of cultural and creative products. It also conducts statistics on preference for levels of emotional design for cultural and creative products in accordance with different personality traits and the correlation result may provide reference for product planners, designers or sales.