Quantifying Influences on Perceived Design Age in Cars: A Conjoint Analysis
Editor: Mortensen, N.H.; Hansen, C.T. and Deininger, M.
Author: Kern, Franziska; Holder, Daniel; Maier, Thomas
Institution: University of Stuttgart
Section: Human Driven Design
DOI number: https://doi.org/10.35199/NORDDESIGN2022.11
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.