Capturing Interactions in Design Preferences: A Colorful Study


Many engineering and marketing tools exist to help a designer optimize quantitative attributes of a product, such as height, weight, volume, or cost. However, these methods cannot effectively take into consideration attributes for which there is a significant interaction between the product attributes with respect to the consumer's preference, such as aesthetics. This research has begun the work of developing this necessary functional relationship for product attribute interactions and has created a methodology for further research. To accomplish this, this study considered consumer preference for product colors. Colors were represented by their red, green, and blue light components, and preference information for each of these attributes was gathered by presenting individuals with a small sample of colors, applied to backpacks, in a short choice survey.

Meeting Name

18th International Conference on Engineering Design -- Impacting Society Through Engineering Design, ICED11 (2011: Aug. 15-18, Copenhagen, Denmark)


Mechanical and Aerospace Engineering

Keywords and Phrases

Aesthetic Design; Blue Light; Consumer Preferences; Functional Relationship; Marketing Tools; Preference Information; Preference Modeling; Product Attributes; Product Color; Quantitative Attributes; Small Samples; Utility Functions

Document Type

Article - Conference proceedings

Document Version


File Type





© 2011 The Design Society, All rights reserved.

Publication Date

18 Aug 2011

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