Exploring Consumers’ Emotional Perception and Preference with Cultural and Creative Merchandise by Using a Visual Evaluation Approach

摘要

Emotional bonds between consumers and products are an essential element which could determine the commercial success of a product. Although, we believe the product functionality constituted by some physical issues, such as the appearance, color, use of materials, assembly and texture is crucial, well-sold products satisfy a wide range of needs for the customers beyond the functional. This study aims at eliciting consumer perceptions and emotional responses to products through visual evaluation with collective stimuli within an integrated approach. Otherwise, we truly expect that the emotional perception of users with products, cultural perceptions, and social value systems could provide valuable insights and perspectives for the product designer to expand knowledge and understanding of the customers'need. This paper presents a methodology with three techniques, including product personality profiling, image boards (lifestyle boards, mood boards, and theme boards), and the intuitive visual evaluation with questionnaire survey, as the constructed product design model. Such a user-centered approach not only explores consumers' emotional perceptions and preferences, but also emphasizes on applying it in order to implement the activities of product design process, especially pre-concept generation stage. Finally, an empirical example of acrylic necklace design is followed to illustrate the effectiveness and efficiency of this proposed model.