| abstract |
| Background Automobiles are consumer goods produced from the balance between regulations and technological innovation. The technological leap of the front and rear headlamps of the vehicle has had a significant impact on the vehicle design, and the freedom in design that can be applied to the radiator is higher than before. For this reason, radiator grills are having a great influence on the identity of automobile brands. In this study, we qualitatively assessed how the size and shape of a car radiator grill affects the users‘ sensibility.
Methods In order to examine how the radiator grill on the front of the car affects the user sensibility, 11 automobile radiator grills were briefly qualitatively visualized. Twelve emotional words were selected, and each emotion was judged by applying a 5-point Richard scale to determine the effect of the shape and size of each radiator grill on the user's emotion. Emotion evaluation was performed on 45 adults and analyzed through ANOVA.
Result In the case of the radiator grille with Hyundai's Fluidic Sculpture 2.0 design, the grille inspired the users to feel gentle, modern, and noble sensibility. In contrast, the radiator grille with Sensuous Sportiness feels light, colorful, and dynamic.
Conclusion Through these results, the size and shape of the radiator grill, which can be implemented in various ways according to the concept of car design, can evoke an emotional image of the car to the user. Furthermore, this can greatly influence the formation of the unique identity of the automaker's brand. |
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| Key Words |
| 자동차 라디에이터 그릴, 브랜드 아이텐티티, 감성평가, Automobile Radiator Grill, Brand Identity, User Emotion Analysis |
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