Abstract
This paper describes the use of a quantitative experimental method for assessing perceptual responses to design. It investigates the role of prototypicality in the perception of design character and formulation of product preference. Evidence from a study involving kettles suggests consumers are capable of identifying varying degrees of prototypicality and that the perception of prototypicality is derived from both form and product features. Although no significant correlation between the keyword ‘preferred product’ and ‘prototypical’ is found there is some evidence to suggest that prototypical products are preferred over non-prototypical products. Significantly, presented findings suggest that prototypes are more than just mental pictures of category exemplars; they also carry semantic content which informs the perception of design character.
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