Yang Chao-Yang, Wang Ching-Yi, Pao Chang-Li
Department of Industrial Design, Tatung University, No. 40, Sec. 3, Zhongshan N. Rd., Taipei City, 104, Taiwan.
Department of Creative Product Design, Asia University, No. 500, Lioufeng Rd., Wufeng, Taichung City, 41354, Taiwan.
BMC Psychol. 2025 Apr 28;13(1):447. doi: 10.1186/s40359-025-02775-0.
This study examines how emotional valence (positive and negative) impacts consumer purchasing decisions through wristwatch design, using visual geometric elements. By employing ERPs (Event-Related Potentials) neurophysiological measurements, the study objectively evaluates consumer emotional responses to design elements. Results show that negative emotional elements, such as sharp shapes, elicit higher LPC (Late Positive Complex) amplitudes, indicating stronger emotional reactions than positive elements. Positive design elements, like soft shapes and harmonious colors, significantly enhance consumer purchase intentions. However, negative emotions, such as those triggered by harsh materials or strong color contrasts, are more memorable and can reduce consumer interest in the brand over time. Designers are advised to prioritize shapes and materials that evoke positive emotions while being cautious with negative design elements, which may provoke stronger but adverse reactions. The study suggests strategies for optimizing emotional design, emphasizing emotional memory management and long-term brand perception to boost consumer loyalty and product desirability.
本研究通过手表设计，利用视觉几何元素，考察情绪效价（积极和消极）如何影响消费者的购买决策。通过采用事件相关电位（ERP）神经生理学测量方法，该研究客观地评估了消费者对设计元素的情绪反应。结果表明，诸如尖锐形状等消极情绪元素会引发更高的晚期正复合波（LPC）振幅，表明其比积极元素引发的情绪反应更强。诸如柔和形状和协调颜色等积极设计元素能显著增强消费者的购买意愿。然而，诸如由粗糙材料或强烈颜色对比引发的消极情绪更令人难忘，且随着时间推移会降低消费者对该品牌的兴趣。建议设计师优先考虑能唤起积极情绪的形状和材料，同时谨慎使用可能引发更强烈但不利反应的消极设计元素。该研究提出了优化情感设计的策略，强调情感记忆管理和长期品牌认知，以提高消费者忠诚度和产品吸引力。
