Abstract
The aim of this study is to analyze form features of products that contribute to recognize certain brand, and to distinguish them from another brand. In this research, we focus on two important factors - moderate deviations from average form and being memorized with positive impression. Results of experiments demonstrated that deviations from average form affected identity, and positive impressions. In order to quantify the form feature, we discretized the outline of forms/layouts, and get the average form/layout. Then we conducted principal component analysis (PCA) by using difference vector between average form/layout and each form/layout, and extract the form feature as principal components. We found that specific form features could be exaggerated by controlling each principal component score. Further analysis will be conducted to evaluate the identity and discriminability by comparing the difference of principal component score.
