CORRELATION BETWEEN CUSTOMER'S PROFILE AND PRODUCT'S AESTHETIC FEATURES

摘要

In the present paper, the author describes an experiment carried-out for the verification of the correlation between customer's profile and product's aesthetic features. Two ashtrays designed by renowned Italian designers were shown to subjects who were asked to imagine the customer's profile who would buy those products. The product aesthetics was the basis of imaginative process. The results indicated that the correlation exists, the significant design is more relevant and the shape is more important than colour.