Comparison of Indian and central European shape contour meaning comprehension

Abstract

Since every culture has their own specifics, there is often the question, whether customers from diverse cultures perceive shape characteristics equally or differently? This study explore how two different cultural groups (Indian vs. Central European) of participants experience or response to predefined four types of product dimensions—aesthetic, functional, social and future. We assume that the Central-European and Indian students differ by their perception of different shapes. To gather the necessary statistical data, we prepared questionnaires wherein the samples were assessed using the semantic differential technique and a five-level Likert scale. The responses were then analyzed using Factor analysis. After conducting statistical analysis using Factor analysis, two main affective dimensions were gained, which show how differentiate Central-European and Indian participants. The methodology presented in this study can help designers to identify a pattern of consumer shape categorization.