Product Design & the Physicality of Things

Question 1

C.S. Lewis

Answer 1

Five senses; an incurably abstract intellect; a
haphazardly selective memory; a set of preconceptions
and assumptions so numerous that I can never
examine more than minority of them - never become
conscious of them all. How much of total reality can
such an apparatus let through?

Question 2

What is Product Design perceptions?

Answer 2

Increasingly perceived by
marketers as a way to
increase product
evaluation and drive
innovation

Question 3

What is Psychophysics?

Answer 3

the science that focuses on how
the physical environment is integrated into the
consumer’s subjective experience.

Question 4

What are Haptics?

Answer 4

are functionally discrete systems
involved in the seeking and processing of
information determined by the hand.

Question 5

What are 3 Perceptual Illusions in the Marketplace?

Answer 5

1. Volume
   - Perceptions of amount
   - Influence on consumption (rate)
2. Weight
   - Perceptions of weight
   - Influence on quality judgments
3. Taste

Question 6

What do Consumers first judge?

Answer 6

Volume

Question 7

What is the threshold at which people are likely to notice a change in volume?

Answer 7

20%

Question 8

Area perception differs by?

Answer 8

Shape

Question 9

What Area perception differs by shape?

Answer 9

Triangles > Squares
Squares > Circles
Elongated shapes > less-elongated shapes

Question 10

Wansink (1996) JM 
With laundry detergent, floor cleaner, oil,
cereal, milk, etc., larger size packages
encouraged both increased frequency and
amount of use. Why?

Answer 10

• Lower perceived unit cost
• Goal to use is salient
• No “conservation” mentality

Question 11

Perception & eating. Brian Wansink,

Effects of…

Answer 11

• Plate size
• Food “scripts”
• Food names

Question 12

Plassman et al. (2008) PNAS

Answer 12

Conducted Wood & Soll wine study

Question 13

How can you influence weight?

Answer 13

Packaging
- Power Grip versus Precision Grip

Product design

• The illusion of weight
• Materials and environmental sustainability