Identifying a Relationship Between Design Concept Representation Style and Consumer Product Preference

Abstract

Abstract Product designers are constantly seeking insight into the mind of the consumer in efforts to get a better idea as to what the market demands. Feedback from consumers informs designers on changes that need to be made to a product and can provide information about what end-users expect. To explore possible improvements to the design process, a study was conducted on concept representation style and its effects on consumer preferences. The study employed statistical testing to identify a relationship between representation style and consumer preference consistency, lending insight into the best practices for conveying critical information throughout the design process. The study described consists of conducting a series of surveys, introducing hand drawings, solid models, and realistic renderings as representations of eyeglass frames to participants, eliciting preference data from those participants, and comparing their preference ratings to those of physical models of the same frames. This study was supplemented with an eye-tracking system to establish a connection of where the effective details lie in the design representations, as well as suggest some decision-making strategies at play. Results indicate that a significant difference in consistency between representation styles does exist, and that CAD solid models are inconsistent with preferences of physical models. When only participants with an engineering background were evaluated however, this relationship did not exist, suggesting that a familiarity with a particular design practice may impact how individuals judge a particular representation style. It is also suggested by eye-tracking analysis that participants were more likely to give semantic responses when observing physical models.