The Effects of Form Ratio in Product Design

  • Chiu-Wei ChienEmail author
  • Chih-Long Lin
  • Rungtai Lin
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9180)


Product personalities are often designated for market segmentation during product marketing, and product appearance is usually an important aspect for determining product personality. Rational and emotional are the two opposite adjectives with the most resonance during interpretation of the properties of product forms. Among the researches on form ratio, the golden ratio is the most historic. In this study the questionnaire survey of two group variables of “rational and emotional properties” and “preference” among 5 kinds of ratio states of 4 kinds of basic forms has been carried out for the purposes of (1) figuring out the correlation among the backgrounds of respondents, the form preference, and the rational and emotional perception, and (2) the difference in rational and emotional perceptions of different forms. This study is also aimed at the impacts of ratio variations of different forms on the rational and emotional properties. Both the online questionnaire and questionnaire in paper copy have been implemented simultaneously in this experiment for two weeks. In the end 230 online questionnaires and 220 paper copies of questionnaires have been collected, and there are 417 valid questionnaires out of the total of 450 questionnaires. The results of these questionnaires have led to two conclusions: 1. The one with the highest significance of impact on rational and emotional properties and preference level is the college attended, followed by the gender. 2. The smaller aspect ratio of rectangular, the more rational it will be. The smaller aspect ratio of the organic form, the more emotional is will be.


Rational and emotional Form Aspect ratio 



The authors gratefully acknowledge the support for this research provided by the Ministry of Science and Technology under Grant No. MOSY-103-2410-H-144-003 and MOST-103-2221-E-144-001.


  1. 1.
    Govers, P.C.M., Schoormans, J.P.L.: Product personality and its influence on consumer preference. J. Consum. Market. 22(4), 189–197 (2005)CrossRefGoogle Scholar
  2. 2.
    Mugge, R.: The effect of a business-like personality on the perceived performance quality of products. Int. J. Des. 5(3), 67–76 (2011)Google Scholar
  3. 3.
    Fechner G.T.:Vorschule der Aesthetik. Breitkopf & H¨artel, Leipzig (1876)Google Scholar
  4. 4.
    Lalo, C.: L’esth’etique Exp’erimentale Contemporaine. Alcan, Paris (1908)Google Scholar
  5. 5.
    Elam, K.: Geometry of Design: Studies in Proportion and Composition. Princeton Architectural Press, New York (2001)Google Scholar
  6. 6.
    Lin, R.T.: The study of dimension proportion of car. J. Ming Chi 18, 69–96 (1986)Google Scholar
  7. 7.
    Yang, H.C.: Study in ratio of lovable form. Master thesis of Graduate School of Design, National Taiwan University of Technology (2001)Google Scholar
  8. 8.
    Kant, I., Guyer, P., Wood, A.W. (eds.): Critique of Pure Reason. Cambridge University Press, Cambridge (1998)Google Scholar
  9. 9.
    Aaker, D.A., Shansby, G.J.: Positioning your product. Bus. Horiz. 25, 56–62 (1982)CrossRefGoogle Scholar
  10. 10.
    Atsushi, I., Masahiro, M., Masahito, T., Kazuo, S.: Emotional Consumption, Rational Consumption – What Type of Consumer Are You?. Ye Chiang, Taipei (1989) (Trans. Cheng MH)Google Scholar
  11. 11.
    Hung, W.K., Chen, L.L.: Effects of novelty and its dimensions on aesthetic preference in product design. Int. J. Des. 6(2), 81–90 (2012)MathSciNetGoogle Scholar
  12. 12.
    Hu, H.S.: Basic Design-Intellectual, Rational and Emotional. Wu-Nan, Taipei (2009)Google Scholar

Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Graduate School of Creative Industry DesignNational Taiwan University of ArtsBan Ciao City, TaipeiTaiwan

Personalised recommendations