Matte Finish vs Light Reflection: Effect of Car Exterior Finish on Product Attractiveness

Abstract

Perceived quality in industrial design constitutes CMF (color, material, and finish). Previous studies have explored the impact of car color and materials used on consumer behavior; however, there are only few studies on the impact of the type of surface finish, which this study focuses on. In the automobile industry, matte finish is provided mainly for luxury products. It is also known that the exterior design of automobiles improves the perceived quality by reflecting light. In other words, matte finish and light reflection are positioned as opposite design features. In this study, the following hypothesis was derived based on the literature on glossy finish: a matte finish of a car’s exterior has a negative impact on product attractiveness. For verification, two designs with the same SUV styling but different surface finishes (matte finish and light reflection) were studied. This hypothesis was supported and assessed using paired comparisons in an online survey. The same result was obtained regardless of conditions, such as gender, age, and ownership. This study addresses the gaps in knowledge on the effects of finish on product attractiveness and suggests that practitioners should not blindly believe the conventional perceptions of the industry.