THE BEAUTY OF PRODUCT DESIGN IS NOT ENOUGH TO ATTRACT CONSUMERS’ MIND

Abstract

The purpose of this study was to investigate the psychological responses of customers to beautiful versus preferred product designs. Neurological activation was recorded by fMRI while subjects attended to beautiful product design and preferred product design. Results show that lingual gyrus was activated when subjects attended to beautiful product designs. Insula, paracentral lobule, superior temporal gyrus, precentral gyrus, postcentral gyrus, posterior cingulate gyrus, and precuneus were activated to the preferred products. That is, to win the consumers’ hearts, preferred product design places emphasis on what customers may imagine and feel about the product. On the other hand, beautiful product design itself is an object and cannot lead any emotional responses.