Revealing the synergy between formal aesthetics and product semantics: Exploring the impact of visual form on product perception

Abstract

This study investigates the relationships between visual form attributes (height, shape, and curvature) and product perception, particularly exploring the dynamic interplay between formal aesthetics and product semantics. The challenge of effectively incorporating formal aesthetic characteristics into the design process is addressed by adopting Gestalt theory as a guiding framework. Drawing on the Gestalt principle of Prägnanz, this research investigates the role of primary visual attributes of form on perceived Complexity, Symmetry, Harmony, and Regularity of kettle images. A central aspect of this investigation is the recognition of a product's form, which possesses the potential to influence the symbolism associated with the product's personality traits attributed by users. To this end, the study aims to acquire deeper insights into the perception of familiarity, prototypicality, beauty, and attractiveness to comprehensively analyze the overall product perception while unravelling the underlying significance of emotional responses through the product's personality. The goal of this study is to deconstruct the form attributes exhibited by eight kettles of various designs. By doing so, we seek to understand how these form attributes synergistically contribute to creating a unified perceptual whole to convey a specific character or identity. The findings offer insights into the influence of form on a product's aesthetic perception and perceived personality and how form contributes to a product's symbolic meaning. By grasping the intricacies of product perception, designers can create products that cater to the diverse needs of different user groups, ultimately leading to increased market acceptance and commercial success.