Multi‐modal visual experience of brand‐specific automobile design

Purpose – This paper presents a questionnaire study of brand‐specific perceptions of automotive design using subjective rating methods. The purpose of the paper is to explore the multiple modalities of the visual product experience of automobile design as perceived by the general public. Furthermore, the experiences were analysed using a framework for visual product experience (VPE).Design/methodology/approach – Respondents were asked to assess the design of two car models at an international car show in relation to brand perceptions and visually perceived attributes using, among other tools, visual analogue scales. Analysis was done using a qualitative technique.Findings – Results from the study indicate that there is a correlation/relation between experiential modes, in that respondents tended to rate attributes consistently high or low across modes. This implies that if the aesthetics are not perceived as favourable, neither is the expression of the car. Furthermore, respondents' assessments of aesthet...