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.
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.
|Item Type ||Articles|
|Creators||Ranscombe, C., Hicks, B., Mullineux, G. and Singh, B.|
|Departments||Faculty of Engineering & Design > Mechanical Engineering|
|Research Centres||Innovative Design & Manufacturing Research Centre (IdMRC)|
|Publisher Statement||paper1.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|
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