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THE AGE OF DESIGN - HOW USERS PERCEIVE THE CHRONOLOGICAL ORDER WITHIN AUTOMOBILE GENERATIONS

Published online by Cambridge University Press:  27 July 2021

Jonathan Max Kiessling ,
Franziska Kern ,
Florian Reichelt ,
Daniel Holder  and
Thomas Maier
Jonathan Max Kiessling*
Affiliation:
Institute for Engineering Design and Industrial Design, University of Stuttgart
Franziska Kern
Affiliation:
Institute for Engineering Design and Industrial Design, University of Stuttgart
Florian Reichelt
Affiliation:
Institute for Engineering Design and Industrial Design, University of Stuttgart
Daniel Holder
Affiliation:
Institute for Engineering Design and Industrial Design, University of Stuttgart
Thomas Maier
Affiliation:
Institute for Engineering Design and Industrial Design, University of Stuttgart
*
Kiessling, Jonathan Max, University of Stuttgart, IKTD, Germany, jonathan.kiessling@iktd.uni-stuttgart.de

Abstract

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The vehicle exterior design conveys a variety of visual information. Among these are the brand identity, assumed characteristics, and the vehicle's age or newness. While previous research focusses mainly on the first two attributes, we broaden the perspective by examining the age perception for vehicle model portfolios across brands.

Information of age is embedded not only in branding but also in the entirety of a vehicle's exterior design features. Therefore, this paper examines how participants of a self-reported study perceive individual models inside successive product portfolios without typical branding. The stimulus patterns were derived from 12 different series of BMW, Mercedes-Benz and Audi and edited accordingly. A total of 67 models from the years 1968 to 2019 were presented and evaluated in terms of perceived age, model and brand recognition.

The results show that most vehicles are perceived as newer than their actual age, successive model generations are clearly distinguishable and participants were able to sort all models in their correct chronological order. Finally, design-related age perception and knowledge-based age perception are introduced as possible underlying concepts of the visual perception of product age.

Keywords

Product perceptionDesign generationsProduct familiesIndustrial designPlatform strategies
Type
Article
Information
Proceedings of the Design Society , Volume 1: ICED21 , August 2021 , pp. 2981 - 2990
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2021. Published by Cambridge University Press

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