The physiognomy of customer archetype towards the product design preference

Too, Yi Wei (2017) The physiognomy of customer archetype towards the product design preference. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

This study is about identifying customer emotional feeling toward the product design preferences using the tool of Kansei Engineering. The objective of the study is to first, identify the product design preferences based on Kansei Engineering approach. Secondly is to analyze the correlation between the design preference and Physiognomy features and third to evaluate the correlation between the design preferences and face Golden Ratio. This study also identified the correlation of product design towards Physiognomy features and also faces Golden Ratio. In this study, the product design is referred to water bottle design. There are a total of 550 respondents that are included in this study. All the respondents are students currently studying in Universiti Teknikal Malaysia Melaka (UTeM). The survey distributed to the respondents consists of 6 pairwise questions made up from 5 Kansei words and 10 designs from 9 categories. The questions were validated using the reliability test where the Cronbach Alpha value exceeds 0.7. All statistical data and correlation of the aspect mentioned are analyzed using the Statistical Package for the Social Sciences (SPSS v.15). For the processing of the Physiognomy, the Face Edu Software is use to identified the facial features coding. The measurement of face Golden Ratio is evaluated through the implication of Phi Matrix software. Post test is done at the end of the study to ensure the accuracy and validation of the results obtained. From the results obtained, it is found that customer would prefer water bottle that is able to satisfy the Kansei word of Simple. In conclusion this study produces the relationship of the design toward the Kansei word, Physiognomy features and Golden Ratio measurement which can help in future design development.

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