Quantifying emotional responses to visual design changes
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Finding a way to quantify emotional responses to visual design changes is exceedingly difficult outside of the academic world. Access to advanced testing tools is often limited or nonexistent. Our hope for this project is to find correlations between physical reactions and emotional reactions to different design elements and to then apply those correlations to designing a scale that can give similar results as advanced testing techniques would. Customer-Based Brand Equity is “the differential effect of brand knowledge on consumer response to the marketing of the brand” (Kamakura and Russell, 1991). One portion of this project will be updating this marketing-focused scale so that it is reflective of emotional changes in the user. The benefit of this scale is that it will give us a quantifiable, standardized scoring system to understand the users perception of visual design changes. The scale currently measures the value, trustworthiness, performance, social image and attachment as related to brand elements (many of which are visual design elements). The overarching goal of this project is to evaluate emotional responses to visual design changes by triangulating differences in response via galvanic skin measurements, facial expression recognition technology, self-reported reactions and a multi-point scoring scale. During this project, we will theorize and test methodologies for quantifying visual design changes. The end result will be standardized recommendations (be it a single method or a combination) for testing reactions to visual design changes.
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