The Role of Emotions as Shaping Factors: Relations between Shapes used in the Vehicle Design and their Emotional Impact

In this paper, the relations between shapes used in the contemporary vehicle design and their emotional impact are investigated. Based on an analysis of the existing theories for shaping and a selection of five main shapes applied in the vehicle design, experimental studies are presented to establish the correlation between emotional experiences and a predominant use of the selected shapes. Statistical analysis is derived to determine the intensity of the experienced product-emotions. It is found that two of the selected main shapes evoked intensively pleasant emotions, while the predominant use of one of the shapes in the vehicle design provokes mainly unpleasant emotions. This study provides tools that can be applied by practical product engineers in their understanding on the emotional effect of the contemporary vehicle design industry, and can be also used in the education and training on design strategies of new designers.