A conceptual Framework Using the Emotional Design Approach to Analyse Consumer Preference in Car Design

Design Department, Binus Graduate Program - Master of Design Bina Nusantara University, 11530 Jakarta, Indonesia.

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Abstract

The design of a car can evoke feelings of liking or disliking toward the vehicle itself. This study seeks to explain the correlation between consumers and the car as an object when consumers evaluate its design and lead to their conclusion whether they like or dislike. Currently, to obtain such information, business practitioners must conduct a design survey that typically takes three months, involves around 100 respondents, and cost about $50.000. The proposed framework can significantly reduce energy, time, and cost compared to conducting the design survey. To facilitate understanding, a SUV vehicle includes in a simulation of the proposed correlation framework in its application. This research employs a mixed-method approach, in which quantitative data obtained from questionnaires and vehicle dimension measurements, while qualitative data are gathered from interviews with selected respondents to confirm the validity of the quantitative findings. The results of this study reveal that, in Indonesia, there are at least four main factors influencing individuals in evaluation of car design: Proportion, Face Expression, Novelty, and Overall Design Harmony. The conclusion of whether a person likes or dislikes a car’s design is determined by consumer preference, which is influenced by their psychographic profile and past aesthetic experiences.