Consumer perception of wood surfaces: the relationship between stated preferences and visual homogeneity

Abstract

Information about people’s preferences as to wood products is of relevance to several decision makers in the forest sector. Studies revealing consumer preference provide information that can be used for marketing and manufacturing of wood products, but these also provide information of relevance to designers and decision makers involved in building design and construction processes. Previous studies show that the overall harmony of the visual surface is correlated with preference. In this study, perceived visual homogeneity is modeled for five copper-impregnated and five organic biocide-impregnated decking materials with different visual quality. The models are based on visual variables. Homogeneity is a function of material-dependent variables (dry knots, knot shape, and splay knot), production-dependent variables (stain), and surplus color, which is a combination of both wood property and treatment. The results imply that homogeneity is influenced by both wood properties and treatment. Producers of decking should, while maintaining a focus on using high-quality raw material, also focus on producing a product with an unstained appearance.