タイ人向け自動車フロントグリルデザイン提案のための感性の分析

抄録

This study aims to produce the car front grills that are more attractive for local consumers. In our study, the visual impression observed in the front grills of Sport Utility Vehicles (SUVs) have been investigated by using many adjectives and compared the effect of design types on the visual impression between Japanese and Thai consumers. Twenty-one pairs of antonym adjectives such as ‘glossy’ and ‘matte’ were selected, thirteen photo images were prepared, and the Semantic Differential (SD) method was used to quantify the consumers’ visual impression for our experiment. SD data from two nations was analyzed by the Principal Component Analysis (PCA), and it was clear that the visual impression structure for a car front grill was different between Japanese and Thais, in particular, the most important principal components by the PCA were expressed by the term LUXURY and CONTRAST for Japanese, whereas STYLE and LIGHTNESS for Thai people.