Abstract
This paper deals with a multivariate analysis conducted to know how far the design (shape, color and pattern on the surface) of a coffee-cup influences to the user's feeling. Affective values of several coffee-cups of different designs are measured by means of the Semantic Differential Scale. The results obtained from the above mentioned treatment are subjected to factor analysis and the following five factors are induced; “agreeableness”, “loveliness”, “tastefulness”, “gaiety” and “practicality”. The findings obtained from quantified analysis of the results show as a general rule that the shape of a coffee-cup influences its agreeableness and practicality, its pattern influences its loveliness and tastefulness, and its color influences its gaiety.
