Product designers want to evoke specific target customer responses. They communicate their aesthetic intents to target customers by means of the shape, composition and physical properties of the designed product. As a contribution in the development of a computer aided conceptual support system, we developed a theory of communication of aesthetic intents, with a formalism of a mapping between the space of shape characteristics and the space of aesthetic characteristics, describing how aesthetic intents can be related to the shape of a product. We used this as a starting point for empirical studies into respondents shape perception of products, and their appreciation of these products. We analyzed the results of these experiments and concluded that a first version of the mapping can be established.
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