The aim of this study is investigating the effective parameters on designing of products’ appearance based on “human perceptual styles”. To achieve this target, the library study and descriptive scrolling technique were used in order to form a conceptual model, identifying a target groups perceptual styles, making some ideas based on that model and evaluating and validating them.
According to the psychological studies, “a perceptual style” is a human's consistent way of responding to and interacting with the world. Researchers defines perceptual styles as the “composite of characteristics include cognitive, affective, and physiological factors that serve as stable indicators of how an individual perceives, interacts with, and responds to the environment, objects and other people”. Perceptual styles refer to a range of competing and contested theories that aim to account for differences in individuals' cognition. These theories propose that all people can be classified according to their “style of perception”; Although the various theories present differing views on how the styles should be defined and categorized, common concept is that individuals differ in how they perceive. Generally, there are four perceptions or four main ways of communicating with the environment in humans: Visual, Auditory, Kinesthetic (movement), & Tactile that is called “perceptual styles”, “perceptual groups” or “perceptual modalities”. In cognitive psychology, perceptual modalities or perceptual groups are combination of attention, perception and memory that forms human moods and actions. Consequently, perceptual modalities are pathways through people receive information based on their perceptions and respond due to the received information. Perception, memory, and sensation connected with the concept of modality.
Usually, people use all modalities to receive and learn new information and experiences. However, according to the modality theory, one and in a few cases, two of styles are predominant in human. This dominant style defines the best way for a person to get new information by filtering what is to be captured.
In this paper, the concept of “human perceptual styles” or “perceptual modalities” is used to design and evaluating a series of handbags based on target groups’ dominant styles. In the research process, according to the definition of perceptual styles and identifying methods for human dominant perceptual styles, 82 ladies were analyzed by deep interviews and some questionnaires and a number of common specifications were extracted from deep probe of their daily lifestyles and investigating of their applied products. At the next stage of the study, based on extracted data about the products common characteristics in each perceptual style, a number of ideas were designed and evaluated by the same group of ladies in some focused sessions. The results of this study showed that people in regard to their perceptual style, have common interests in selecting their products and it could be used to design products based on their perceptual classification. The findings of this study can be used by leading brands, their designers and design firms in order to plan for and design products diversities and varieties more appropriate and matched to the tastes of users based on their perceptual style.