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Visually decomposing vehicle images: Exploring the influence of different aesthetic features on consumer perception of brand


Reference:

Ranscombe, C., Hicks, B., Mullineux, G. and Singh, B., 2011. Visually decomposing vehicle images: Exploring the influence of different aesthetic features on consumer perception of brand. Design Studies, 33 (4), pp. 319-341.

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    Official URL:

    http://dx.doi.org/10.1016/j.destud.2011.06.006

    Abstract

    This paper presents a technique to investigate the influence of aesthetic features and brand recognition of vehicles. Appearance has been shown to impact greatly on consumer perception of products and their branding, yet there exist few tools or methods to support reasoning about their influence. A procedure for visually decomposing designs into constituent aesthetic features is proposed. The strategy is applied to a range of saloon cars, and a consumer survey undertaken to establish the significance and potency of individual aesthetic features. Results both validate the decomposition technique and highlight certain aesthetic features that have the greatest influence on brand recognition.

    Details

    Item Type Articles
    CreatorsRanscombe, C., Hicks, B., Mullineux, G. and Singh, B.
    DOI10.1016/j.destud.2011.06.006
    DepartmentsFaculty of Engineering & Design > Mechanical Engineering
    Research CentresInnovative Design & Manufacturing Research Centre (IdMRC)
    Publisher Statementpaper1.pdf: NOTICE: this is the author’s version of a work that was accepted for publication in Design Studies. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Design Studies, vol 33, issue 4, DOI 10.1016/j.destud.2011.06.006
    RefereedYes
    StatusPublished
    ID Code25233

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