Product design, semantics and emotional response

This paper explores theoretical issues in ergonomics related to semantics and the emotional content of design. The aim is to find answers to the following questions: how to design products triggering "happiness" in one's mind; which product attributes help in the communication of positive emotions; and finally, how to evoke such emotions through a product. In other words, this is an investigation of the "meaning" that could be designed into a product in order to "communicate" with the user at an emotional level. A literature survey of recent design trends, based on selected examples of product designs and semantic applications to design, including the results of recent design awards, was carried out in order to determine the common attributes of their design language. A review of Good Design Award winning products that are said to convey and/or evoke emotions in the users has been done in order to define good design criteria. These criteria have been discussed in relation to user emotional responses and a selection of these has been given as examples.     

The marketing implications of affective product design

Emotions are compelling human experiences and product designers can take advantage of this by conceptualizing emotion-engendering products that sell well in the market. This study hypothesized that product attributes influence users’ emotions and that the relationship is moderated by the adherence of these product attributes to purchase criteria. It was further hypothesized that the emotional experience of the user influences purchase intention. A laboratory study was conducted to validate the hypotheses using mobile phones as test products. Sixty-two participants were asked to assess eight phones from a display of 10 phones and indicate their emotional experiences after assessment. Results suggest that some product attributes can cause intense emotional experience. The attributes relate to the phone's dimensions and the relationship between these dimensions. The study validated the notion of integrating affect in designing products that convey users’ personalities.     

Unity enhances product aesthetics and emotion

Although the aesthetic properties of a product are likely associated with users' emotional responses, empirical evidence does not explain how the aesthetic properties of a product evoke an emotional response. This study presents the hypothesis that users' emotions are evoked when they observe an aesthetically pleasing product with unity. The results implied that a product form with more unity had a greater likelihood of affecting users' positive emotions compared with those with less unity, and that the unity aesthetic may act as a mediator in evoking emotion. In addition, the results confirmed that products composed of curvier elements tended to evoke a stronger pleasure response compared with those defined by straight lines. A systematic approach, namely the decision tree method, acts as a unity design guideline for the enhancement of product aesthetics, which may evoke users’ pleasure responses further.Relevance to industryOur findings imply that a product form with more unity had a greater likelihood of affecting users’ positive emotions compared with those with less unity. In addition, a systematic approach, namely the decision tree method, acts as a unity design guideline for the enhancement of product aesthetics, which may apply for designing products with pleasures.     

Emotional design in multimedia learning: Differentiation on relevant design features and their effects on emotions and learning

Previous research into multimedia learning has mainly focused on cognitive factors to investigate different instructional conditions and design principles. Emotional factors have so far been widely neglected. However, recent studies showed that the emotional design of multimedia learning material can evoke positive emotions in learners that in turn facilitate the learning process. Following this lead, our study aims to further explore the potential of an emotional design. We seek to differentiate the current findings by systematically deducing emotionally relevant design features and also taking into account negative emotional states. In order to deduce relevant design features, we adopt concepts from web design. German college students (N = 334) were assigned to one of nine conditions, created by two design factors (classical vs. expressive aesthetics), each with two levels (high vs. low) and a usability factor (high vs. low usability) as well as a control group (no color/gray scale). Unexpectedly, objective differences in aesthetics or usability did not affect learners’ emotional states. However, the perceived aesthetics and usability positively affected the emotional states of the learners. Learners’ emotional states had a minor impact on learning outcomes but a larger impact on learners’ intrinsic motivation, including the motivation to continue working with the material.     

Using event-related potentials to identify user emotion caused by product color attribute

The accurate quantification of the correlation between product color attributes and user emotions is the key to product color emotional design (PCED). However, the traditional method of emotion quantification is subjective, one-sided, and contingent, which reduces the reliability of the research results. To this end, this paper proposes a method for PCED based on the quantification of electroencephalogram (EEG) physiological indicators. A medical product, namely an infant incubator, is used as the experimental stimulus samples, and “unsafe-safe” is used as the perceptual imager word pair to conduct EEG measurement experiments of the user's emotional state. Two types of data are obtained in the experiment, namely behavioral data and EEG data. Via the analysis of the two types of data, the EEG physiological characteristic indicators (the event-related potentials (ERPs) components) are obtained, which can explain the user’s emotional cognitive mechanism. Finally, the relationship between the user’s emotional state and EEG characteristics under the influence of product color attributes is explored. The conclusions are as follows. (1) The “safety” emotional value of the two-color samples is higher than that of the three-color samples, which indicates that the simpler the color matching, the higher the safety emotion attribute of the samples. (2) Via the study of the three attributes of hue, lightness, and chroma in the assistant colors of the two-color samples, it is found that when the hue attributes of the samples are red, cyan, and blue, the safety emotional value is higher; moreover, the higher the lightness attribute and the chroma attribute, the higher the safety emotion. Research on the two color attribute dimensions of hue harmony and color tone harmony between the auxiliary color of the three-color samples and the embellishment color revealed that the more consistent the hue harmony, the higher the safety emotion, and the more significant the difference in the color tone harmony, the higher the safety emotion. (3) The reaction time data in the behavioral data demonstrate that the participants had the longest average reaction time under neutral emotions. (4) The results of the time–frequency analysis of the EEG data reveal that there are apparent mid-to-early ERPs components between 100 and 300 ms after the appearance of the stimulus samples. The ERPs component analysis results show that the P1 component can reflect the emotional valence to a certain extent; the higher the amplitude of the P1 component, the more pronounced the negative emotions of the participants, and the lower the safety emotional evaluation value of the two-color samples, the higher the amplitude of the P1 component. Moreover, the N2 and P3 components can reflect the degree of emotional arousal to a certain extent, and the increase in their amplitude indicates the more substantial emotion of the participant; furthermore, the correlation between N2 and emotional arousal is higher. The two-color and three-color experiments revealed that the more neutral the emotional state, the lower the amplitudes of N2 and P3. This research is expected to provide a theoretical foundation and experimental data basis for PCED methods based on EEG physiological indicators.     

用户界面的情感化设计

为研究情感因素对用户界面设计的影响,打破基于物质性产品设计的传统设计原则,总结出适用于界面设计的设计原则。对物质性产品和非物质性产品(用户界面),这两类产品的分析,确定情感因素在用户界面设计中的重要性;同时应用两个用户界面的案例来分析情感化设计在用户界面设计中给用户带来了什么。探究情感因素对用户界面设计中的影响,并指导用户界面进行情感化设计。通过对物质性产品和非物质性产品的比较分析,得出设计有了本质上的改变,用户界面设计应打破传统的设计原则,即"形式追随功能",将用户的情感作为设计的主导,形成遵循情感因素的形式美法则。在用户界面中,以形式激发功能。     

A product configuration analysis method for emotional design using a personal construct theory

Identifying emotion-related product attributes (perceived by consumers) is no easy task in the realm of emotional design. Conventionally, this process relies heavily on the researchers who conduct the Kansei experiments selecting product attributes such as color, form, and texture for Kansei studies. However, in so doing, other product attributes that also play a vital role in product-emotion associations might be neglected by the researchers. More importantly, the identification of product attributes should be based on consumer's point of view (and feelings). Accordingly, a personal construct theory based product configuration analysis method is proposed in this work. The method develops the customer's mind map for each Kansei tag in order to capture replications of candidate products. A means-value chain is used to generate targets which are later compared with candidate products by consumers. The comparison results could suggest product attributes that are relevant to the desired Kansei. The proposed approach is presented and illustrated using a case study of Graffiti designs on notebooks. Results obtained are discussed. It appears that the proposed method is promising in identifying product attributes with desired Kansei impacts.     

Conceptual design of a user-centric smart product-service system using self-organizing map

As an emerging IT-driven business paradigm, smart product-service system (Smart PSS), which offers not only the smart, connected product (SCP) but also its generated service as a solution bundle, has become a vital research topic. Many research efforts have been devoted to constructing the conceptual design framework by considering SCPs and services simultaneously. However, the following critical issues in Smart PSS conceptual design have not been well addressed: how to improve the solution of Smart PSS in the conceptual design stage to meet user emotional requirements. Aiming to fill the gap, this work proposes a conceptual design method for Smart PSS from the perspective of analyzing user-generated emotions/feelings. Specifically, the relevant traditional products are identified, and their public review data is used to analyze user emotions/feelings in user-product interaction. Interactive emotion board as a new design tool is presented to organize the user-generated emotions/feelings, associated design elements, and the potential design points of the initial solution. And the analytic hierarchy process (AHP) is utilized to evaluate the improved solution. To ensure the efficiency of the analysis process, the self-organizing map (SOM) algorithm is utilized in the process of clustering product samples and Kansei words. A case study of smart electric bicycle service system (SEBSS) design is used to demonstrate the performance of the proposed method. Based on the case study, the proposed approach appears effective in helping with Smart PSS conceptual design.     

Embracing diversity in user needs for affective design

To develop product portfolios and affective design we need to understand the diversity in user needs. The challenge is how to predict what users want and how they will behave. One approach is to understand user emotions and affective needs, and predict successful product design that can match the needs. This paper discusses affect and its link to cognition. To provide a context, several theories are presented. A framework is described that incorporates characteristics of users, tasks, products, and use environment. The goal is to highlight the importance of emotions in enhancing the value of products. This research field, which we call Hedonomics, is new. There are many challenges in developing valid and reliable measurements of affect, which can influence human factors research as well as design.     

Affective design of products using an audio-based protocol: Application to eyeglass frame

The measurement and understanding of user emotions elicited by product appearance are critical elements of the product development process. This paper proposes a new emotion measurement method, called Auditory Parameter Method. It is a non-verbal technique that uses auditory stimuli (music samples) and association tests for evaluating a set of products, given by their pictures. From user-tests, it provides an assessment of these products according to a series of emotional dimensions. We present the methodological framework used to build the links between user's emotional responses and geometrical features of the products. The method is described on an application case, an eyeglass frame. Analysis of Variance models are employed to examine how various shape factors influence users' emotional responses. To demonstrate the effectiveness of our protocol, we compare the proposed method with the conventional Semantic Differential using Principal Component Analysis and Generalized Procrustes Analysis. The new protocol demonstrates interesting qualities for collecting the intuitive emotions of users and for providing a discriminant measurement of emotions. It can also be used by designers to stimulate creativity.     

Evaluating the effect of interactions between appearance-related product designs and facial characteristics on social affectivity

For products that can improve the appearance of the user, such as facial accessories, both the characteristics of the product user and design features must be considered in design evaluation. This paper proposes an experimental evaluation scheme that investigates the interactions between the design features of 3D eyeglasses frames and user facial characteristics. Face models of users containing both geometric and image data were constructed using 3D scanning. A face deformation method was developed to manipulate individual facial features without changing the other features on the face models. In the evaluation scheme, participants judged synthetic faces, which had varied eye distances and orientations and were wearing factorized eyeglasses frames, according to three affective measures related to the personality attributes of confidence, friendliness, and attractiveness. The experimental results show that changing certain design features influences the impressions of the face models with varied facial characteristics. The proposed scheme facilitates designing products that strengthen the impression of specific personality traits by accommodating individual differences in facial features.Relevance to industryThe evaluation scheme proposed in this paper facilitates designing products that strengthen the impression of specific personality traits by accommodating individual differences in facial features. By the scheme, companies can create products and services that satisfy individual customer requirements of personalized design.     

城市主题文化中的公共设施产品的体验式设计

近年以来,在城市发展规划中如何彰显一座城市的独特魅力成为城市建设中的重要问题,公共产品设施无疑是最能直接体现城市特色的最好的窗口。在当今新的经济模式发展之下,人们的需求观和消费观都发生着变化,已经从过去对产品的功能需求阶段跃升为体验阶段,因此公共产品设施的设计导向也由功能的需求提升为情感化的体验阶段。本文主要探讨的是在城市主题文化建设的背景之下,如何将城市文化和体验式设计融入到公共设施产品之中。     

基于感性工学的文具产品形态设计研究

随着社会发展,消费者对于产品的精神和情感需求越来越高。因此,如何有效的获取消费者的心理情感需求,并进行有效转化至产品设计之中,成为设计中的新课题。感性工学正是在这种情形下产生,其旨在探求消费者情感与产品特性的对应关系,服务于消费者。本文将以文具设计为例,简述感性工学在文具设计中的应用。     

基于我国端游产品的用户体验设计策略研究

在体验经济的时代环境下,探析客户端游戏产品设计中所运用的用户体验设计策 略,为今后的传统产品设计寻求新的设计视角。采用文献研究和案例分析法,以用户体验设计 发展为基础,以产品设计、用户体验设计、交互设计、设计心理学及感性工学中的方法理论为 依托,借助客户端游戏产品为研究对象,对其蕴含的用户体验设计策略进行研究。给出一种用 户体验的量化评价模型,并提出了能够提升客户端游戏产品用户体验的设计策略,在此基础上 为传统产品的创新设计提供新的启示和指导。     

A method for product form design of integrating interactive genetic algorithm with the interval hesitation time and user satisfaction

Due to the continuous release of new products, manufacturers are paying attention to customer-oriented design of products that meet user needs to minimize the risk of their products being rejected by the market. Due to the ambiguity of user cognition, it is difficult to accurately obtain the user's preference for individual productions. To respond to the challenge, we propose an engineering scientific research method of interactive genetic algorithm with the interval arithmetic based on hesitation and fuzzy kano model(FKM) to explore the emotional needs of users for product forms and drive product modeling evolution design. Through expert interviews, the morphological characteristics and perceptual images factors of the products attracting users are investigated. In order to identify the user's satisfaction relationship with the perceptual images, we use FKM to analyze the product image style that meets the user's kansei needs accurately and selects 5 factors which is attractive attributes. Meanwhile, we attempt to transform this 5 factors into evaluation carrier to guide the evolution direction of product styling in HIIF-IGA, and then optimized four electric bikes with scores over 8.8 so that it could realize user demand-driven product evolution design. To handle users' ambiguity, the FAHP method is used to quantify the user's emotional imagery criterion and create a product evolution design system platform, which can automatically generate product styling design scheme in line with user preferences. This experimental results show that the proposed method can help enterprises effectively improve customer satisfaction and reduce the cost and time of product development.     

Can eye movements be effectively measured to assess product design?: Gender differences should be considered

This study investigates the relationship between eye movements and user emotional response to product features using eighteen product images as stimuli. The stimuli are composed of unpleasant, neutral and pleasant images. Regarding the emotional design, gender difference could be a major factor that should be taken into consideration. A task-free eye-tracking experiment was conducted in which forty participants (20 males and 20 females, mean age = 35.6, SD = 6.38, range 21–48 years) looked at randomly displayed product images. The eye movements of participants were measured while viewing product images. After viewing stimuli, participants rated immediately their emotional response to the product images on a seven-point scale. The results revealed that stimuli category and gender difference, caused different variations in fixation count, fixation duration, pupil diameter, and hit ratio. For stimuli category, participants have larger fixation count, fixation duration, pupil diameter, and hit ratio in response to pleasant and neutral product images than unpleasant product images. For gender difference, the results indicated that females provided larger scores in fixation count and fixation duration, but a smaller score in hit ratio in all stimuli than that provided by males. However, the measurement of pupil diameter yielded different results. The results showed that females provided larger pupil diameter in pleasant and neutral product images but a smaller pupil diameter in unpleasant product images than that provided by males, which is consistent with the result of subjective ratings.Relevance to industryThese findings could enable industrial counselors, product designers, and academics to categorize emotional response that can be subsequently incorporated into final product design. An understanding of gender-based processing differences of product features is important to designers since it enables them to communicate with these different market segments and to produce effective products for each segment.     

学龄前儿童交互玩具情感体验设计研究

文章以情感化体验在产品设计中的作用为启示,对儿童交互类玩具产品进行了创新性研究。分析了儿童心理特征及交互类玩具的市场需求,论述了设计中情感法则对日常生活中的儿童类产品的作用与价值。在此基础上,提出了儿童交互类产品的创新性策略以及情感化互动的重要性与合理性,进而提出针对学龄前儿童玩具设计的概念模型。     

Application of Evolutionary Neural Networks on Optimization Design of Mobile Phone Based on User's Emotional Needs

Taking users’ emotional needs into consideration, this research aims to propose a new method to present product design features exactly and completely. On the basis of genetic algorithm integrated with back‐propagation (BP) neural networks, taking the mobile phone as research object, an optimization design algorithm was finally designed. First, the continuous and discrete design variables that describe mobile phones were screened with methods of dimensions, coordinate label, and morphological analysis. Forty three‐dimensional (3D) mobile phone models were designed by using 3D design software PROE. Accordingly, 12 representative mobile phones were selected through multidimensional scaling analysis and cluster analysis. Fourteen pairwise Kansei image words were obtained by collecting, screening, surveys, and statistical analysis method. Second, a BP neural networks model between design variables and user preference along with Kansei image words was established and verified with questionnaire survey data. Finally, the optimization design model for mobile phones was established considering design requirements and users’ emotional needs. A genetic algorithm integrated with BP neural networks was used to optimize mobile phone design. The results show that the optimization scheme is superior to others, and this paper will provide design suggestion for mobile phone designers.     

A Multimodal Measurement Method of Users’ Emotional Experiences Shopping Online

Emotions play an important role in the design of e‐commerce websites. A website should satisfy its users’ emotional needs. Emotion measurement is a prerequisite to understanding users’ emotional needs; because emotions contain complicated components, they are difficulty to measure. To interpret users’ emotional experiences while the users are interacting with e‐commerce websites, we propose a multimodal measurement method conjoint using questionnaires, eye tracking, and physiological measures. The effects of various websites on users’ emotions and the relationship between users’ subjective emotional ratings, eye movements, and physiological responses, along with the effects of their emotions on behavior intentions, were analyzed. The results indicate that differences in users’ emotional experiences while shopping on various e‐commerce websites are primarily embodied in subjective emotional ratings and eye movements. There is a correlation between users’ subjective emotional ratings, eye movements, and physiological responses, and to some extent, users’ emotional experiences can affect their behavior intentions.     

基于意图认知的复杂电气产品外观设计策略

受功能结构等多重约束和功能导向设计理念影响,复杂电气产品外观设计更关注 工程技术的合理性和功能表达的完整性,易忽略用户对产品的认知体验需求。针对这一问题, 分析该类产品外观设计意图产生模式和用户意图认知模式,总结意图认知中存在的 3 个问题： 用户认知创新与失真导致意图超出与缺漏、设计师与用户的认知差异导致语义鸿沟、用户单纯 化认知导致理解障碍。针对性提出复杂电气产品的 3 项外观设计策略：基于质量功能配置法 (QFD)的用户认知前置、构建延续性与差异性并存的外观设计特征库、以用户认知和工程约束 共性特征为引导的族群收敛,以在技术约束基础上实现用户对设计意图信息的获取和情感的满 足,进而提升该类产品外观设计的市场竞争力。