Valencia-Romero, Ambrosio De J.
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Publication Elicitation of part-worth utilities of quantified gestalt principles for product aesthetics(2016-06) Valencia-Romero, Ambrosio De J.; Lugo-Ortíz, José E.; College of Engineering; Just-Agosto, Frederick; Serrano, David; Department of Mechanical Engineering; Rodríguez, Néstor J.This research explores the use of quantified Gestalt principles: symmetry, parallelism, and continuity, as design variables to evaluate the aesthetics of two-dimensional and three-dimensional product representations. To this end, three studies based in discrete choice experimentation methods were conducted to determine the effect, in the form of part-worth utility estimates, of each of the Gestalt principles in question on subjects’ preferences for several bottle designs with different Gestalt values. These experiments were performed with the aid of online surveying tools for the two-dimensional (2D) case, and virtual reality (VR) systems for the three-dimensional (3D) case. The analysis of the choice data using Bayesian-based mixed logit regression provides details on the aesthetic utility of the principles assessed, their distribution among the participant population, and correlation between part-worth utility estimates. The results show that symmetry, parallelism, and continuity quantifications can be used to predict aesthetic subject preference. This methodology allows designers to delve into the integration of aesthetics as a measurable property during the product development process.Publication Elicitation of part-worth utilities of quantified gestalt principles for product aesthetics(2016-06) Valencia-Romero, Ambrosio De J.; Lugo-Ortíz, José E.; College of Engineering; Just-Agosto, Frederick; Serrano, David; Department of Mechanical Engineering; Rodríguez, Néstor J.This research explores the use of quantified Gestalt principles: symmetry, parallelism, and continuity, as design variables to evaluate the aesthetics of two-dimensional and three-dimensional product representations. To this end, three studies based in discrete choice experimentation methods were conducted to determine the effect, in the form of part-worth utility estimates, of each of the Gestalt principles in question on subjects’ preferences for several bottle designs with different Gestalt values. These experiments were performed with the aid of online surveying tools for the two-dimensional (2D) case, and virtual reality (VR) systems for the three-dimensional (3D) case. The analysis of the choice data using Bayesian-based mixed logit regression provides details on the aesthetic utility of the principles assessed, their distribution among the participant population, and correlation between part-worth utility estimates. The results show that symmetry, parallelism, and continuity quantifications can be used to predict aesthetic subject preference. This methodology allows designers to delve into the integration of aesthetics as a measurable property during the product development process.