Expressing the expected product images in product design of micro-electronic products

In order to explore how to effectively express product image when designing products, micro-electronic products were used as examples in this study to conduct a comprehensive investigation. Firstly. through a questionnaire survey, we deduced that the five most expected images perceived in micro-electronic products are: (i) high-technology. (ii) efficiency, (iii) lightness and handiness, (iv) nobility, and (v) delicacy. Next, sample product photographs were presented to the subjects in order to make various evaluations. Through semantic differential analysis, factor analysis and multidimensional scaling analysis, the subjects' perception of these images for the evaluated products was revealed acid a perceptual map of these products derived. Design subjects' perception was compared to that of non-design subjects. Finally, through morphological analysis of these products, the critical 'form elements' and approaches of form treatment among these products were extracted. By using multiple linear regression, the relationships between each image and Various form features were concluded. These findings can be further applied not only to establish a desired image in designing products, but also to reduce the perceptual gap between designers and users. Relevance to industry In the development of micro-electronic products, methods enabling the designer to create an appropriate image for a product so that it may communicate with the user are always critical issues. From this study, the expected images of micro-electronic products and the corresponding form features to achieve these images were extracted. A design guideline was summarized accordingly by which the time and cost of product development can be reduced while the quality of the product designed can be enhanced. (C) 2001 Elsevier Science B.V. All rights reserved.