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Multi‐modal visual experience of brand‐specific automobile design

Multi‐modal visual experience of brand‐specific automobile design Purpose – This paper presents a questionnaire study of brand‐specific perceptions of automotive design using subjective rating methods. The purpose of the paper is to explore the multiple modalities of the visual product experience of automobile design as perceived by the general public. Furthermore, the experiences were analysed using a framework for visual product experience (VPE). Design/methodology/approach – Respondents were asked to assess the design of two car models at an international car show in relation to brand perceptions and visually perceived attributes using, among other tools, visual analogue scales. Analysis was done using a qualitative technique. Findings – Results from the study indicate that there is a correlation/relation between experiential modes, in that respondents tended to rate attributes consistently high or low across modes. This implies that if the aesthetics are not perceived as favourable, neither is the expression of the car. Furthermore, respondents' assessments of aesthetic appeal and expression are on an average strikingly similar, suggesting that the level of aesthetic appeal correlates with the level of semantic understanding of the design. The general rating of emotional response follows a similar consistent pattern for the two studied cars. Originality/value – Study approach as a way to gain insights into subjective perceptions of products based on appreciation and interpretation of visual product form. VPE framework recognising, mapping and clarifying the multiple modes of the visual experience. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The TQM Journal Emerald Publishing

Multi‐modal visual experience of brand‐specific automobile design

Anders Warell
The TQM Journal , Volume 20 (4): 16 – Jun 13, 2008
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References (22)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1754-2731
DOI
10.1108/17542730810881348
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper presents a questionnaire study of brand‐specific perceptions of automotive design using subjective rating methods. The purpose of the paper is to explore the multiple modalities of the visual product experience of automobile design as perceived by the general public. Furthermore, the experiences were analysed using a framework for visual product experience (VPE). Design/methodology/approach – Respondents were asked to assess the design of two car models at an international car show in relation to brand perceptions and visually perceived attributes using, among other tools, visual analogue scales. Analysis was done using a qualitative technique. Findings – Results from the study indicate that there is a correlation/relation between experiential modes, in that respondents tended to rate attributes consistently high or low across modes. This implies that if the aesthetics are not perceived as favourable, neither is the expression of the car. Furthermore, respondents' assessments of aesthetic appeal and expression are on an average strikingly similar, suggesting that the level of aesthetic appeal correlates with the level of semantic understanding of the design. The general rating of emotional response follows a similar consistent pattern for the two studied cars. Originality/value – Study approach as a way to gain insights into subjective perceptions of products based on appreciation and interpretation of visual product form. VPE framework recognising, mapping and clarifying the multiple modes of the visual experience.

Journal

The TQM Journal – Emerald Publishing

Published: Jun 13, 2008

Keywords: Automotive industry; Brand image; Marketing strategy; Customer satisfaction

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