Abstract
The matching relationship between passenger car form in side view and body color is probed from young Chinese consumers’ perspective. By means of similarity judgement investigations and cluster analysis method, ten representative passenger car form in side view in monochrome pictures are selected out of 130 main passenger car models by main manufacturer in Chinese mainland, and ten representative body colors are selected with a balance between body colors from production models and from color wheel. 100 form samples are then produced by combining representative forms and representative body colors. The semantic evaluation experiments on ten representative samples and 100 synthesized ones are carried out from the point of the image word pair ‘Dislikeable-Likeable’ with a 7-degree Likert scale. The difference between two evaluations on the same form is calculated to act as dependent variable while C, M, Y and K in body colors as independent variables in multiple regression analysis. The result shows that passenger car form in side view in white body color are highly favorited, implying that being colorful in car body does not contribute to young Chinese consumers’ favor of passenger car form in side view.
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Liu, C., Jin, K. (2021). Young Consumers’ Perception of the Matching Relationship Between Product Form and Color: A Case Study of Passenger Car in Side View. In: Shin, C.S., Di Bucchianico, G., Fukuda, S., Ghim , YG., Montagna, G., Carvalho, C. (eds) Advances in Industrial Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 260. Springer, Cham. https://doi.org/10.1007/978-3-030-80829-7_101
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DOI: https://doi.org/10.1007/978-3-030-80829-7_101
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