Affective evaluation of user impressions using virtual product prototyping

This study aims to develop an effective and efficient method of analyzing user impressions of a product using virtual prototyping. A method to analyze the relationship between user impressions and design elements of a product using virtual prototyping was proposed, and then the method was applied to the case study of automobile interior design. Thirty‐two participants in the experiment evaluated 32 different virtual prototypes of automobile interiors generated from the combination of 17 design elements. The results of the case study showed that user impressions can be well explained by design elements. Physically large design elements, such as the shapes of frontal area, center fascia, door trim, and steering wheel, were critical areas of automobile interior design. The proposed method is expected to be an effective and efficient alternative for industrial practitioners to analyze user impressions of design alternatives at the early stage of the design process. © 2010 Wiley Periodicals, Inc.