A study of expertise effects for products with contradictory semantics

Abstract

In the design studies, researchers often use the semantic differential method with bipolar adjectives, such as “modern vs. classical” or “simple vs. complex” when investigating the semantics projected by product forms. However, in design practice, some design examples clearly exhibit the simultaneous use of contradictory meanings in product semantics. For example, retro car evokes nostalgia by borrowing characteristics from classical cars. At the same time it exhibits a modern style. However, most studies measure the product semantics mostly by using subjective measurement. There is lack objective measurement for that. In this research, we examined the results of applying the semantic differential method to measure contradiction in product semantics. The results showed that the distributions of semantic differential ratings for the stimuli with contradictory meanings have higher standard deviations. The sensitivity of semantic recognition may depend on participant expertise. The design experts are trained to be good at visual thinking that could easily identify the contradiction semantics between products. In general, successful embedding of contradictory meanings into product forms are based on simple, typical, and rational forms that can display complex, novel, and perceptual images by adding supplementary elements.