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Exploring Possibilities of a Semantic Approach to Color, Material and Finishing Design

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Title
Exploring Possibilities of a Semantic Approach to Color, Material and Finishing Design
Author
Hwang, Yonghoon
Advisor
Self, James A.
Issue Date
2016-02
Publisher
Graduate School of UNIST
Abstract
This thesis presents an explorative analysis of materials and its semantic properties within the context of color, material and finishing (CMF) design. The purpose of this study was to examine the possibilities of a semantic approach towards CMF design. This was conducted by first, identifying the perception of materials between designers (n=20) and users (n=20) with a semantic differential scale and examining the influence of material semantics in real life experiences on a 5 point likert scale with target participants (n=30). A material stimuli was produced for the exact purpose of the study and was utilized throughout all stages of the study. The difference between participants and materials were analyzed through two-way ANOVA. The characteristics of materials were identified through preference distribution. Measuring the material influence was also analyzed through two-way ANOVA. The propriety of the material stimuli was examined by multi-dimensional scaling of semantic differential scale surveys. The perception of materials between designers and users resulted in high similarity (null hypothesis) and indicated that material semantics could act as a method of common consensus between designers and non-design stakeholders. However significant differences (P value < 0.05 in two way ANOVA) appeared on adjective pairs ‘reliable-unreliable’, ‘mature-immature’, ‘exciting-calm’, ‘interesting-boring’, ‘expensive-cheap’, ‘attractive-repulsive’ and ‘feminine-masculine’. Along with these adjectives strongly preferred adjectives for each material were identified. These adjectives were related to influence of expertise between the groups. And utilized to form a sematic pattern for each material. The materials, plastic and rubber, appeared to influence the tasting experience on criteria sweetness and bitterness. From the findings of the study semantic approach towards CMF design indicated potential possibilities. And a framework of sematic matching map for material experiences were suggested.
Description
Department of Industrial Design
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