National Product Design Identities

This research examines which key characteristics determine a style in order to investigate to what extent perceptions of furniture differ for ten selected countries. In addition, it identifies which products are thought to be representative of the same ten countries. A Likert scale was implemented to measure the levels of the ten characteristics for the ten countries. Visual product identity maps have been created to illustrate the results. Five characteristics distinctly contrast amongst most nations and furthermore, those that do not display individual identities. Overall, the findings indicate which nations are associated with key characteristics.