A Preliminary Semantic Differential Study on Users' Product form Perception

Abstract

This experimental study investigated how users perceived product form. The semantic differential (SD) method, cluster analysis and protocol analysis were employed to examine users' form perception of mobile phone samples with 20 subjects. The total number of samples was 75, and the image-word pairs were 20. Completed in computer by general statistics software, the cluster analysis results revealed that the samples can be described with official, active, emotional, male, delicate, and luxury. Level analysis was performed to analyze the sample features and obtained the weight factors of body, screen and screen frame, button shape and layout, and contour line, and then a computer-aided conceptual design system was built to test this experiment so as to improve the system for further intelligent conceptual design and cyber-design.

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