The Effect of Product Form and Sound on Product Emotion

Project: National Science and Technology CouncilNational Science and Technology Council Academic Grants

Project Details


Nowadays, consumers relies on our five sensations to experience the world. Mainly, we used visual and auditory to interact with daily objects. The sensory stimulations with objects often increase magnificent experiences (Bahrick & Lickliter, 2000; Spence, 2002; Stein and Meredith, 1993)。For instance, waking up in the morning, and having a beautiful and elegant tea port to boil the water, users may enjoy to make a cup of hot tea, when water is boiling with nice melody. In this case, users are not only appreciate a beautiful tea port design in terms of aesthetic form, but also enjoy the melody while cooking the water. Thus, having extra emotional value is becoming an important factor in product design (P. Desmet et al., 2001; Hekkert, 2006; Norman, 2007). As known, the experiencing processes, for a user, in visual and auditory are required to have sensitive perception and cognition processes. Thus, how to integrate both form and sound effects in order to satisfy users’ sensation is becoming a critical concerns in design. In this purpose, we tend to explore product appearance (i.e. shape and size of products) and sound (i.e., sound frequency and its semantic) by using empirical factorial design. Norman (2007) and Farb (2013) stated that users may have positive emotional responses when decoding a product form with clear semantic. Desmet and Hekkert (2007) also indicated that there are corelatioship between product affections and their cognitive behaviors. So, users’ emotions responses are depended on the resources differences evoking different emotions, and different levels of emotions. It is therefore the more experiencing (Multisensory product experience) emotions derived from such as appearance, motion and sound sensations, the stronger emotions participants will be evoked. Oppositely, the less experiencing emotions, the less emotions will be responded. In additions, the incongruity sensations (e.g., visual and auditory) in a product, the confusions may elicited due to the lacking of cognition which may resulted in a negative emotion response. There are closed relationships between emotion and brain. In this study, we adopt Event-related potential (ERP) to measure psychological signals and use affective questionnaire to collect data. In this research, three aims are purposed as follows. ⑴ To study in/congruity relationship between product appearance (i.e., shapes and volume) and sounds. (2) To study in/congruity relationship between product semantic (appearance features) and sounds. (3) Using EEG and questionnaire as assessment tools to detect participants’ affective responses towards their brains.

Project IDs

Project ID:PE10406-0767
External Project ID:MOST104-2410-H182-019
Effective start/end date01/08/1531/07/16


  • Visual
  • Auditory
  • Emotion
  • ERP


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