Part-Worth Utilities of Gestalt Principles for Product Esthetics: A Case Study of a Bottle Silhouette

Valencia-Romero, Ambrosio; Lugo, José E.

doi:10.1115/1.4033664

Cited by 13 publications

(12 citation statements)

References 26 publications

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“…Both issues can be addressed with preference elicitation methods like rankings/choice-based conjoint analysis and DCE (Louviere et al 2010), used in previous research for evaluation of aesthetic subject preference for 9/24 Table 3. Full factorial set of bottle forms for the pilot DCE and simulated population-level choice probabilities 2D and 3D product representations (Orsborn et al 2009;Tovares et al 2014;Valencia-Romero & Lugo 2016a).…”

Section: Elicitation Of Aesthetic Preference With Vr Prototypesmentioning

confidence: 99%

“…2011; Lugo et al. 2012, 2015, 2016; Valencia-Romero & Lugo 2016 a ). However, depth and vergence cues characteristic of three-dimensional (3D) representations are necessary for a better understanding of subjects’ perception (Pizlo 2010; Higgins 2012).…”

Section: Introductionmentioning

confidence: 97%

“…Nevertheless, when subjects have to choose between products with similar functionality and price, as in modern-day competitive markets, aesthetics become the key factor to consider (Creusen & Schoormans 2005;Kelly et al 2011). In previous research, the use of two-dimensional (2D) projections has proved to be instrumental in the study of product aesthetics (MacDonald et al 2008;Orsborn et al 2009;Kelly et al 2011;Lugo et al 2012Lugo et al , 2015Lugo et al , 2016Valencia-Romero & Lugo 2016a). However, depth and vergence cues characteristic of three-dimensional (3D) representations are necessary for a better understanding of subjects' perception (Pizlo 2010;Higgins 2012).…”

Section: Introductionmentioning

confidence: 99%

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An immersive virtual discrete choice experiment for elicitation of product aesthetics using Gestalt principles

Valencia-Romero

Lugo

2017

Des. Sci.

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This research presents a pilot study that explores the use of quantified Gestalt principles of symmetry, parallelism, and continuity as design variables to evaluate the aesthetics of three-dimensional product representations. To this end, a virtual reality (VR)-based discrete choice experiment was conducted to elicit subjects’ preferences among pairs of bottle forms with diverse Gestalt values. While immersed in the VR environment, 42 participants were able to visually explore the whole forms, thus capturing more information to develop their judgment. Further analysis of the choice data using standard and mixed logit regression with hierarchical Bayes estimation provides initial details on the aesthetic utility of the Gestalt principles in question, their distribution among the sample participants, and the correlation between estimates. Due to the small sample size, the results are not expansible and they only apply to the data set gathered during the experiment. Nevertheless, it is an initial proof of concept which could suggest that symmetry and continuity have a positive aesthetic effect over people, and that parallelism could have opposite aesthetic utilities for women and men. This methodology allows designers to delve into the integration of aesthetics as a quantifiable property in the product development process.

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Section: Elicitation Of Aesthetic Preference With Vr Prototypesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 97%

Section: Introductionmentioning

confidence: 99%

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An immersive virtual discrete choice experiment for elicitation of product aesthetics using Gestalt principles

Valencia-Romero

Lugo

2017

Des. Sci.

Self Cite

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“…By presenting product forms to customers, researchers are able to get customers' subjective evaluation of different aspects of products (Holbrook 1999;Boztepe 2007;Kumar & Garg 2014), including product preferences, purchasing decisions based on Discrete Choice Analysis (Chen & Wassenaar 2003), emotions using Kansei Engineering (Nagamachi 1995;Orth & Malkewitz 2008;Kumar & Garg 2014), and/or inference-based evaluations of products such as PEF on vehicle silhouettes (Reid et al 2010). Designers can then design better products by incorporating customers' preferences on product forms , including aesthetic considerations (Lugo et al 2015;Valencia-Romero & Lugo 2016). Orbay et al (2015) investigated the relationship between product form and consumer responses through a visual deconstruction and abstraction of existing final products.…”

Section: Product Form and Customers' Evaluationmentioning

confidence: 99%

The impact of vehicle silhouettes on perceptions of car environmental friendliness and safety in 2009 and 2016: a comparative study

Wagner

et al. 2017

Des. Sci.

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Automakers are interested in creating optimal car shapes that can visually convey environmental friendliness and safety to customers. This research examined the influence of vehicle form on perceptions based on two subjective inference measures: safety and perceived environmental friendliness (PEF). A within-subjects study was conducted in 2009 (Study 1) to study how people would evaluate 20 different vehicle silhouettes created by designers in industry. Participants were asked to evaluate forms on several scales, including PEF, safety, inspired by nature, familiarity, and overall preference. The same study was repeated in 2016 (Study 2). The results from the first study showed an inverse relationship between PEF and perceptions of safety. That is, vehicles that appeared to be safe were perceived to be less environmentally friendly, and vice versa. Participants in the second study showed a similar trend, but not as strongly as the 2009 participants. Several shape variables were identified to be correlated with participants' PEF and safety ratings. The changes in the trend of participants' evaluations over seven years were also discussed. These results can provide designers with insights into how to create car shapes with balanced PEF and safety in the early design stage.

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“…Valencia-Romero and Lugo [15] proposed a methodology to quantify Gestalt principles by part-worth utilities for the evaluation of product aesthetics. They also realized the quantification of symmetry, parallelism, and continuity as continuous design variables for 3D product representations [16].…”

Section: Introductionmentioning

confidence: 99%

Application of Aesthetic Principles to the Study of Consumer Preference Models for Vase Forms

2018

Applied Sciences

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The factors that affect a consumer when making a purchase decision include product function, quality, and price. Different products might feature similar functional performance although they are designed and manufactured by different vendors. The most decisive factor for a consumer in buying a product is no longer its physical functions. Nowadays, consumers care more about the aesthetics that a product can deliver. Designers should make any extra effort to improve the aesthetic design of their products. Therefore, it is critical for a designer to know the aesthetic tastes of his/her target consumer group in order to create products with the preferred style. Furthermore, the idea of design differentiation needs to be incorporated so that a product can present different aesthetic perceptions to consumers of different tastes. The objective of this study is to investigate consumers’ preference models from their preferred product forms. The aesthetic principles of Symmetry, Minimalism, and Cohesion are applied to the case study of the design of various vase forms. A quantitative approach of evaluating vase forms by the aesthetic principles is proposed. A conjoint analysis of the vase features and attributes was carried out in order to determine their correlation with consumer preferences. Consumers are classified into 6 groups of different aesthetic conceptions by cluster analysis. The consumers’ preference model can be determined by indices including Pearson’s R and Kendall’s tau. This approach provides designers with an effective way of determining the right direction for new form designs and renovation.

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Part-Worth Utilities of Gestalt Principles for Product Esthetics: A Case Study of a Bottle Silhouette

Cited by 13 publications

References 26 publications

An immersive virtual discrete choice experiment for elicitation of product aesthetics using Gestalt principles

An immersive virtual discrete choice experiment for elicitation of product aesthetics using Gestalt principles

The impact of vehicle silhouettes on perceptions of car environmental friendliness and safety in 2009 and 2016: a comparative study

Application of Aesthetic Principles to the Study of Consumer Preference Models for Vase Forms

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