Volvo's research proves car design invokes basic human emotionsThu, 28 Nov 2013
Car design and human emotion are inexorably linked, according to new research from Volvo.
The experiment, conducted in collaboration with Electroencephalographic (EEG) specialists Myndplay, tested respondents to analyse how the brain reacts emotionally to car design amongst other things.
Participants were asked to rate a series of images whilst wearing an EEG headset that measured brainwave activity. The images included the Volvo Concept Coupé, older car designs, pictures of happy and crying babies as well as male and female models.
The results showed:Men experienced more emotion whilst looking at images of beautiful car design than they did whilst looking at an image of a crying child Women displayed an emotional intensity to the picture of a crying baby which almost doubled that of male participants 74 percent of men claimed that good design made them feel positive Only 33 percent of women rated images of car design higher than an image of an attractive man 60 percent of men claimed that driving a beautiful car makes them feel confident and empowered
Volvo's senior vice president of design, Thomas Ingenlath said, "This survey finally proves what we've always suspected. Beautiful car design can elicit strong emotional responses ranging from a positive frame of mind to a sense of empowerment".
It follows September's launch of the Volvo Concept Coupé, the first of three concept cars signposting the new design language aiming to build a more emotive connection with the brand.
A OnePoll survey indicated 43 percent of men said that they found the car shape and design to be the most appealing aspect of a car, with its front being the most attractive feature. Female respondents suggested they found the rear of the car most appealing.
By Rufus Thompson