Investigating the Relationship of Products Gestalt in Their Sales by Kansei Engineering; A Case Study in Top 10 Best-Sellers in Electronic Products in 2020

Document Type : Original Article


Industrial Design Department, Art and Architecture Faculty, Bu-Ali Sina University, Hamedan, Iran.


There is a powerful and inverse relationship between the aesthetics of products and the price sensitivity of buying them. When designing a product is effective, it is less sensitive for people to pay attention to the cost. The purpose of this study was to investigate the effect of product Gestalt on the sales rate. Research methods have been developed through the study in two steps. At first, after studying products Gestalt, out of the 100 best sellers in electronic products in 2020 on the Amazon site, ten products were selected based on their form characteristics for maximum application of Gestalt design. The selected products were studied according to the seven Gestalt design laws. In the second phase, 40 undergraduate students in industrial design participated in the study using a cluster sampling method in which the aesthetic characteristics of the selected products were investigated with a Kansei engineering questionnaire. The data were analyzed using SPSS software. The cluster analysis results of PAHs showed a good efficiency for some of the products regarding their desirability for customers and showed that the principle of proximity and equilibrium had the highest and closure had the lowest percentage among Gestalt design laws in selected products. All the best seller products had an acceptable level of compliance with Gestalt principles (81.52-62.4%). Thus, it can be stated that there is a significant relationship between Gestalt design and the product sales rate, and customers decide to buy, reject or accept products depending on the emotional impact they get.


Bagheri, M., & Shahroodi, A. A. (2015). Design quality assessment with Kansei engineering technique case study: Housing Bank facade in Sari. Iranian Journal of Ergonomics and Human Factors Engineering. 3(2), p. 67-54.
Baxter, M. (1995). Product design: Practical methods for the systematic development of new products. Chapman & Hall. London.
Bongard, K., & Bouchard, C. (2014). Dimensions of user experience - from the product design perspective. Journal d’Interaction Personne-System. Association Francophone d’Interaction Homme-Machine (AFIHM). 3(1), hal-01053931v3.
Brunel, F., & Kumar, R. (2007). Design and the big five: Linking product aesthetics to product personality. Advances in Consumer Research Journal. 34.
Cheng, B., Li, L., & Yang, M. Q. (2017). The analytical method of product multi-dimensionality form elements for Kansei engineering. International Conference on Mechanics Design, Manufacturing and Automation.
Fisher, M., & Smith Gratto, K. (1999). Gestalt theory: A foundation for instructional screen design. Journal of Educational Technology Systems. 27(4), p. 361–371.
Hekkert, P. (2006). Design aesthetics: Principles of pleasure in design. Psychology Science. 48(2), p. 157-172.
Koffka, K. (1935). Visual organization and its laws, Principles of Gestalt psychology. Oxon, Routledge. p. 106-177.
Koleini Mamaghani, N., & Ebrahimi, S. (2017). Kansei engineering: The role of feeling and emotions in the industrial design process. SAMT Publications. Tehran.
Liang, Y. (2018). Application of Gestalt psychology in product human-machine Interface design. IOP Conference Series: Materials Science and Engineering. 392(6), 062054.
Lo, C. H. (2018). Application of aesthetic principles to the study of consumer preference models for vase forms. Applied Science. 8(7), 1199.
Lugo, J. E., Schmiedeler, J. P., Batill, S. M., & Carlson, L. (2016). Relationship between product aesthetic subject preference and quantified Gestalt principles in automobile wheel rims. ASME J. Mech. Des. 138(5), 051101.
Malinauskas, J. (2018). Evolution of Gestalt principles in contemporary graphic design. 9th International Symposium on Graphic Engineering and Design.
Osgood, C. E., Suci, G. J., & Tannenbaum, P. (1967). The measurement of meaning. University of Illinois Press.
Perez Marta, M., Ahmed-Kristensen, S., & Yanagisawa, H. (2013). Perception of aesthetics in consumer products. Proceedings of the 19th International Conference on Engineering Design (ICED13): Design for Harmonies. 7(52).
Perez Marta, M., Ahmed-Kristensen, S., Brockhoff, P. B., & Yanagisawa, H. (2016). Investigating the influence of product perception and geometric features. Research in Engineering Design. 28(3), p. 357-379.
Peterman, B. (1993). The gestalt theory and the problem of configuration. Harper Collins e-Books.
Rosen, B. G., Eriksson, L., & Bergman, M. (2016). Kansei, surfaces and perception engineering. Surface Topography Metrology and Properties. 4(3).
Shapourian, R. (2007). General principles of Gestalt psychology. Roshd Publications. Tehran.
Semih Kimzan, H. (2015). The effect of visual product aesthetics on consumers’ price sensitivity. Procedia Economics and Finance. 26, p. 528-534.
Urgen, C. (2006). The use and importance of emotional design in contemporary design practice. Master Thesis, Graduate School of Engineering and Sciences of Izmir Institute of Technology.