Product Design & the Physicality of Things Flashcards
C.S. Lewis
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?
What is Product Design perceptions?
Increasingly perceived by marketers as a way to increase product evaluation and drive innovation
What is Psychophysics?
the science that focuses on how
the physical environment is integrated into the
consumer’s subjective experience.
What are Haptics?
are functionally discrete systems
involved in the seeking and processing of
information determined by the hand.
What are 3 Perceptual Illusions in the Marketplace?
- Volume
- Perceptions of amount
- Influence on consumption (rate) - Weight
- Perceptions of weight
- Influence on quality judgments - Taste
What do Consumers first judge?
Volume
What is the threshold at which people are likely to notice a change in volume?
20%
Area perception differs by?
Shape
What Area perception differs by shape?
Triangles > Squares
Squares > Circles
Elongated shapes > less-elongated shapes
Wansink (1996) JM With laundry detergent, floor cleaner, oil, cereal, milk, etc., larger size packages encouraged both increased frequency and amount of use. Why?
- Lower perceived unit cost
- Goal to use is salient
- No “conservation” mentality
Perception & eating. Brian Wansink,
Effects of…
- Plate size
- Food “scripts”
- Food names
Plassman et al. (2008) PNAS
Conducted Wood & Soll wine study
How can you influence weight?
Packaging
- Power Grip versus Precision Grip
Product design
- The illusion of weight
- Materials and environmental sustainability