A Study on Pleasure, Aesthetic, Attraction and Visual Fixation Time with related to Product Shapes

Designing products with pleasurable image of positive emotion becomes one of the important design tasks (Roy, Goatman, & Khangura, 2009). Searching for aesthetic and attractive shapes of products is also the design goal. Dose product shapes with pleasurable, aesthetic and attractive image will get higher visual attention? What features of pleasurable shapes were observed in the sense of sight? These were the focus of this study. In this study, Eye-tracking instrument was applied to record the visual fixation on pleasurable shapes and subjective questionnaire was applied to probe the pleasure, aesthetic and attractiveness of product shapes. There were high or moderate-high positive correlations between each pair factor of fixation time, pleasure, aesthetic and attractiveness. In addition, this study obtained the equation of Y (fixation time)= 157.59 + 554.29 X (pleasure) by regression analysis.