Quantifying Influences on Perceived Design Age in Cars: A Conjoint Analysis

DS 118: Proceedings of NordDesign 2022, Copenhagen, Denmark, 16th - 18th August 2022

Year: 2022
Editor: Mortensen, N.H.; Hansen, C.T. and Deininger, M.
Author: Kern, Franziska; Holder, Daniel; Maier, Thomas
Series: NordDESIGN
Institution: University of Stuttgart
Section: Human Driven Design
Page(s): 10
DOI number: https://doi.org/10.35199/NORDDESIGN2022.11
ISBN: 9781912254170


One aspect of product perception is the design age, a visible time stamp embedded in the form language and product shape. With a conjoint analysis, specific design elements of the car including headlights, exterior body, radiator grille and colour are examined with regard to their influence on the design age. An online study shows that the headlights and exterior bodywork significantly influence the perceived age. Thus, they have the potential to make the car design appear significantly older or younger. The research approach also allows the extent of the influence to be quantified.

Keywords: Design age, conjoint analysis, product perception


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