Aiming at the urgent needs of product's perception design issues, this paper takes mobile phone as the research object and proposes a consumer preference-oriented design method of products' form perception. This paper firstly picks out 11 representative mobile phone pictures by methods of multi-dimensional scaling analysis and cluster analysis. At the same time, 29 image senses words are screened out by locale investigation, questionnaire investigation, experts' consultations and related selecting principles. Then a survey is conducted through questionnaires in order to collect consumers' evaluation data on the mobile phones, using Semantic Differential (SD) method. The data from questionnaires are analyzed by factor analysis method and they are extracted into 4 factors: the Temperament factor, the Identity factor, the Gender factor, and the Practicality factor. In the next step, multiple regression analysis is conducted to establish the relationship model between consumers' preferences and perceptions of mobile phones form, as well as the relationship model between consumers' purchasing desires and perceptions of mobile phones. The validities of these two models are proven by using another 6 pictures. After that, this study divides the form of a mobile phone into seven different parts as form design variables. Finally, the relationship model between perception of mobile phone and design variables are established. Due to the differences in mobile phones' forms, the models are respectively built, according to the different types of mobile phones. Another 6 different mobile phones are picked out to prove the validity of the model. The results of the study will support mobile phone products form designers during the design process and can also indicate other products designers with methods.
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