Affective Evaluation of Interior Design of Commercial Cars using 3D Images

Abstract

Objective: The purpose of this study is to define consumers' affection on the interiordesign of commercial cars in terms of its design factors: color, embossing and glossas independent factors. Background: Existing affective studies related to interior of vehicle focus on justsedans. However, there is no affective study about the interior of commercial cars. In addition, it is hard to change levels to which manufactures want. Method: Representative design factors were drawn using ANOVA and SNK analysisand definitive affective vocabularies were drawn using factor analysis. Furthermore,the results of 3D experiment were analyzed using ANOVA and LSD analysis. 3Dimages for the experiment were made using 3D max program. The experimentrevealed that consumers discerned the differences in levels of each design factorand affective vocabulary. Results: The ANOVA revealed that beige color "A" type and non-gloss were themost preferred design in terms of the affective vocabularies and total preference. Conclusion: The result of the experiment may help manufactures to design theinterior of commercial cars in the near future. Furthermore, the ANOVA result ofaffective vocabularies evaluation is expected to suggest a meaningful guideline. Application: The study results may be utilized as a guideline for interior design ofcommercial cars.