||Following in the footsteps of culture and society, and the transformation of the trends in consumption, it brings people unfathomable space for imagination concerning the future of the products. Regarding the product design, people gradually change from passive acceptance to active participation. It also symbolizes the coming of the “era of emotional consumption.” Under such circumstance, the development of products tends to be consumer oriented. Absorbing consumers’ requirements, the products are produced in small quantity and diversified styles, to suit the consumers’ tastes.
Based on such consumer oriented design strategy, the research explores the form of the products. With the design of PDA as an example, the project intends to examine the consumers’ perception concerning the product image, and their association with the features of the products’ form. It further constructs the design principle that takes the different consumers’ demands into consideration for future reference in product design.
Regarding the research framework, the first literature review will be conducted, including the image theory, Kansei engineering theory, life style theory, products’ form theory, etc. Then, the consumers’ perception of the image and the feature of the form will be surveyed. Through Principal Component Analysis and Multiple Regression Analysis, the research attempts to locate the relationship between the consumers’ perception of the image and the features of the form concerning different consumers, in order to construct the image form design principle. Through such principle, the research will re-design the PDA to verify the accuracy of the principle.
1. In the research, we discovered that the consumers’ perception of the form, and the perception of the image were formed by two major factors, which were creative image and quality image.
2. According to the statistic result derived from multiple regression analysis, the linear equation of different consumer groups, image syntax and elements of form was constructed. With such formula it was possible to observe the distribution of the weight regarding the features of each design element in different syntax.
3. Employing multiple regression analysis, the image syntax formula derived can help constructing form design principle, which can offer references for multidimensional design targeting different consumer groups.