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

Author

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

Abstract

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.

Keywords

References

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Journal of Design Thinking
Volume 2, Issue 2
December 2021
Pages 229-238

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