How grayscale influences consumers’ perception of product personality

Two studies are conducted to reveal the effect of grayscale on consumers' perception of product personality. Combining with two critical design elements - shape and surface finishing, we examined the net impact of grayscale on a particular one - business-like personality. In Study 1, eighteen cases of the mobile phone were designed as the stimuli which represented the combination of three grayscale levels (i.e., S30W70, S60W40, and S90W10), angular and curved shape, and three surface types (i.e., gloss spray, light spray texture, and heavy spray texture). The findings demonstrated that both grayscale and shapes co-influenced the perceived business-like personality. Participants considered the product with dark grayscale and angular shape to be the most business-like one. In Study 2, above mentioned effects were examined by conjoint experimental design. Sixteen photos of the product were developed as the stimuli. The results indicated that shades of black and gray (brightness) had larger impacts on perceived product personality of business-like than shape and surface type did. Furthermore, we represented the effect sizes exerted by above design elements on camera, kettle, toaster, and clock in sequence.