Affective Property Evaluation of Virtual Product Designs

Authors:
Sangyoon Lee;Tian Chen;Jongseo Kim;Sungho Han;Zhi-geng Pan;Gerard J. Kim
Affiliations:
Pohang University of Science and Technology (POSTECH), Korea;Zhejiang University, China;Pohang University of Science and Technology (POSTECH), Korea;Pohang University of Science and Technology (POSTECH), Korea;Zhejiang University, China;Pohang University of Science and Technology (POSTECH), Korea
Venue:
VR '04 Proceedings of the IEEE Virtual Reality 2004
Year:
2004

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Abstract

In addition to the intended functionality of the product,its affective properties (or "Kansei") have emerged asimportant evaluation criteria for the successful marketingof the product. Recently, "immersive" virtual realitysystems have been suggested as an ideal platform foraffective analysis of an evolving design because of, amongother things, the natural style of interaction they offerwhen examining the product. In this paper, we comparethe effectiveness of three types of virtual environments forevaluating the affective properties of mobile phones tothat of the real. Each virtual environment offers differentdegrees of realism in terms of visual, aural, and tactileaspects. Our experiment has shown that the virtualaffective evaluation results correlated very highly withthat of the real, and but no statistically significantdifference could be found between the three systems. Thisfinding was contrary to our initial thought and theconventional notion that the characteristics of immersivevirtual reality systems would contribute to making it abetter platform for virtual evaluation of product designs.Thus, it goes to say that employing immersive systems isnot necessarily cost effective solution for affective analysisof product designs (desktop VR system suffices).