Influence of colour and form in product choice : Cognitive ergonomics perspective

Among various physical characteristics of a product, color and shape capture maximum visual attention and thus play an important role in consumers' product selection decisions. Study-2: To study the preference of color and shape in a set of products with non-recognizable function (Product Category-1). Study-3: To study the preference of color and shape in a set of products with recognizable function: USB Flash drives (Product Category-2).

Table 4.2 Study-3: Visual Attractiveness for product 4 (M±SE; 5.795±0.1365), Colour Preference for product 4 (M± SE; 5.67±0.146) and Form Preference for product 4 (M±

Visual Attributes of Products and its influence on Consumers in Product Choice

Introduction and State of the Art Literature Review

Physical attributes of products

Colour
Form
Colour and Culture

It is established that it is aesthetics that differentiates products and makes the difference between a product's success and failure (Ben-Bassat et al., 2006; Duncum, 2007). It is an additive color system with primary colors red, green and blue (Thomas and Christopher, 1999). Color has been shown to associate viewers with objects faster than any other identifying characteristic (Akcay et al., 2011).

Figure 1.1 RGB colour model Figure 1.2 CMYK colour model

Role of form in product selection

Colour and form preference across different products categories The first thing which human being registers during assessing anything is colour

Much research in consumer psychology on color has concentrated on specific dimensions of color and its effect on consumer responses (Gorn et al., 1997). Car buyers are observed to look beyond functionality and consider design features that appeal to them (Helander et al., 2013). Color is one of the most important considerations for consumers when purchasing a car (Madden et al., 2000).

Capturing visual behaviour

Eye-Movement recording variables
Eye tracking technologies

Techniques based on Reflected Light
Technique based on Electric Skin Potential
Technique based on Contact Lenses

Eye anatomy and function
Eye Tracking

Examining color and shape preference in a set of products with unrecognizable function. Examining color and shape preference in a set of products with a recognizable function. Examining color and shape preference between two different product categories with a recognizable function.

Figure 1.9 Scan path of a random frame of eye tracking video data

Hypotheses and objectives distributed in various chapters

Overview of all the chapters Chapter-1

In this chapter, the purpose and goals of the research are presented, as well as the proposed hypotheses. A detailed flow of the study is presented, including objectives, experimental design, results, and a brief discussion. The instruments used to conduct the study were discussed and the statistical data on the results were highlighted.

Study-1: To study the preference of colour among a few primary colours

Experimental Design
Results and Observations
Discussion
Discussion
Discussion

One-way ANOVA was adopted to check for significant variation among different color variations for visual attention-related eye-tracking variables (mean fixation number and mean fixation time). It is clear from Table 2.4 that there is a significant difference between color variations with regard to visual attention-related eye-tracking variables. Furthermore, eye-tracking results of Experiment-2 showed that there was significant difference between color variations in relation to visual attention-related eye-tracking variables such as mean fixation number and mean fixation time.

Figure 2.1 Participants’ preferences of colour variation within each group of verbally selected primary colour

Study-2: To study the preference of colour and form in a set of products with non-recognisable function (Product

Aim of the experiment
Experimental Design .1 Stimulus Preparation

Participants
Measures
Experimental Procedure

Participants
Measures

The average values of visual appeal, color preference and shape preference for fifteen product combinations are graphically presented in Figures 3.2-3.9. For all fifteen products, there were noticeable differences in the mean values of visual appeal, color preference and shape. One-way ANOVA was adopted to test for significant variation among different products in terms of visual appeal, color preference, and shape preference.

In the ANOVA, all fifteen products were treated as independent variables, and visual appeal, color preference, and shape preference were treated as dependent variables. Table 3.2 shows that there is a significant difference between all fifteen products in terms of visual appeal, color preference and shape. RED CURLER BLUE CURLER YELLOW CURLER BLACK CURLER WHITE CURLER MEDIUM VISUAL ATTRACTIVENESS MEDIUM COLOR PREFERENCE.

LSD (Least Significant Difference) test was conducted to observe the significant difference in visual attractiveness, color preference and shape preference between different products in product category 1. It was observed that visual attractiveness, color preference and shape preference were significantly higher in the case of 11 (Red Sphere) compared to other products (shown in Table 3.3), except 9 (Black Cylinder) and 12 (Blue Sphere). One-way MANOVA was used to check the significant variation in product choice among different products in terms of color preference and shape preference.

Study-3: Examining Color and Shape Preference in a Product Set with an Identifiable Feature: USB Flash.

Figure 3.1 Combinations presented in product category-1

Study-3: To study the preference of colour and form in a set of products with recognisable function: USB Flash

Aim of the experiment

The purpose of the experiment is to examine the visual appeal of the USB sticks that were presented to the participants, to determine which is more popular between the color and shape of the products when choosing the product, and to study the purchase intention of the participants. The products were presented in eight combinations (Figure 4.2) and after the eye movement recording was completed, verbal responses regarding product choice were recorded to obtain participants' choice intentions. At the end of the eye-tracking experiment, each participant was asked to give verbal responses regarding their product choice, and the responses were manually recorded.

Product choice depends on pleasure, which is a positive emotional factor that can be perceived through the appearance of the product (Demirbilek and Sener, 2003; Hartono and Chuan, 2011; Jordan, 1998). For the current research, it was hypothesized that greater visual attention indicates product choice. This assumption was correct/true according to the correlation analysis between product choice, preferred color and shape.

In the current research, fixation duration on specific product under color preference or under shape preference was significantly correlated with product choice (Table 4.5). This was found by finding out correlation values of product choice in terms of color and product choice in terms of shape (Table 4.5). Choice of color and shape of products was interpreted based on fixation time, which is a visual attention-related eye-tracking parameter.

Study-4: Examining color and shape preference in a set of products with a recognizable function: Tea cups (Product.

Figure 4.11 Mean Fixation Time of all the products presented in Study-3 (Eye Tracking Study)

Study-4: To study the preference of colour and form in a set of products with recognisable function: Tea cups (Product

Category-3)

Aim of the experiment

Participants
Measures

Discussion

Average values for visual attractiveness, color preference and shape preference for fifteen combinations of products are graphically represented in Figures 5.2-5.9. There were observable differences in the means of visual attractiveness, color preference, and shape preference for all fifteen products. LSD (Least Significant Difference) test was conducted to observe the significant difference in visual attractiveness, color preference and shape preference among different products in product category-3.

It was observed that visual appeal, color preference and shape preference were significantly higher in the case of 15 (White Sphere) compared to other products (shown in Table 5.2) in many cases, but not all. It is clear from Table 5.4 that there is significant difference in visual attention among all fifteen products in terms of color preference, but there was no significant difference in case of shape preference. It is clear from Table 5.6 that there is significant difference in visual attention among all fifteen products in terms of color preference, but there was no significant difference in case of shape preference.

It was observed that there is a significant interaction effect of color and shape on product choice (See Table 5.4, 5.6). The data collected from the questionnaire was subjected to a statistical analysis (one-way ANOVA, SPSS 20.0) and it was observed that there were significant differences between the 15 different cups for visual appeal, color preference and shape preference. Data collected from the eye-tracking experiments (both physical and virtual mode of stimulus presentation) were analyzed with MANOVA to check for significant differences in product choice among the 15 glasses for color preference and shape preference.

Furthermore, correlation statistics revealed that both visual attention (fixation time) for color and shape were significantly correlated with product choice.

Figure 5.1 Combinations presented in product category-3 (Tea cups)

General Discussion and Conclusion of the overall Thesis

Establishment of preference towards different primary colours (RYB colour model) due to varying saturation value, among Indian Consumers

Establishment of colour and form preference by Indian Consumers (Undergraduate and Postgraduate students from a premier higher education

Additionally, there is rarely any reported literature on 'which is more influential (or correlated with) in product choice between color and shape?' These unexplored areas have received significant light following the current research. The study of the preference of color and shape among different product categories among Indian consumers (Undergraduate and Postgraduate students of a leading higher education institution) through experimental evidence was attempted for the first time. It was revealed that color is not always preferred over form; and vice versa varies with change in category of the product.

This research also empirically revealed that color and shape preference changes when the mode (virtual vs. physical) of presentation changes. According to the practice of user-centered design, it is always useful to know the preferences of the users/consumers before designing the product and launching the product. This can make it easier for marketers to serve user preferences, and they can also predict product acceptance before marketing the product.

If designers consider consumers' product decision-making based on product attributes, there are more opportunities for product acceptance in the market. The final data produced regarding color and shape preferences among different categories would be useful for product designers and marketing managers to formulate design strategies. Assessed design methodology to conduct research on consumer preference in color and shape selection for products.

Appraised design methodology to conduct research on consumer preference in colour and form selection for products

To some extent this could be useful in predicting the market acceptance of the product.

Therefore, there may be influence of product size in color and shape preferences due to variation of sizes across three product categories under this research. Study the influence of packaging shape and color on consumer expectations of milk desserts using word association and conjoint analysis. Through the Eyes of the Readers: A Comparison of the Broadsheet and Compact Formats - An Eye-Tracking Study of Reader-Newspaper Interaction, IFRA Special Report 3-2007.

Visual influence on in-store purchase decisions: an eye-tracking experiment on the visual influence of packaging design. Art infusion: The influence of visual art on the perception and evaluation of consumer products. Deubel (Eds.), The mind's eye: Cognitive and applied aspects of eye movement research, Amsterdam: Elsevier.

Quantifying the qualities of aesthetics in product design using eye tracking technology. International Journal of Industrial Ergonomics, 49, 31-43. The effect of an advertisement's color on emotions elicited by attitude toward the advertisement: The moderating role of the optimal stimulation level. In Proceedings of the workshop on 'Exploring the total customer experience (TCE): usability evaluations of (B2B) e-commerce environments' held at INTERACT 2003.

The influence of package color on consumer purchase intention: The influence of color at the point of purchase, ProQuest, Michigan State University, pp 36.

Appendix- 1A

Questionnaire: Product Category- 1

Study-2: To study the preference of colour and form in a set of products with non-recognisable function (Product category-1)

Visual Stimulus

Appendix- 1B

Questionnaire: Product Category- 2

Study-3: To study the preference of colour and form in a set of products with recognisable function: USB Flash drives (Product

Visual Stimulus

Study-3: To examine color and shape preference in a set of products with a recognizable function: USB Flash drives (Products of products with a recognizable function: USB Flash drives (product . category-2).

Visual Stimulus