Evaluation of product sound design within the context of emotion design and emotional branding

Abstract

The main purpose of this thesis is to set out the relationships between the work of product designers and the perceptions of costumers regarding the acceptability of product sounds. Product design that provides aesthetic appeal, pleasure and satisfaction can greatly influence success of a product. Sound as a cognitive artifact, plays a significant role in the cognition of product interaction and in shaping its identity. This thesis will review emotion theories end their application to sound design and sound quality modeling, the measurement of emotional responses to sound, and the relationship between psycho-acoustical sound descriptions and emotions. In addition to that, affects of sounds to emotionally significant brands will be evaluated so as to examine marketing values. One of the main purposes of chapter 2 is to prove knowledge about psychoacoustics; as product sound quality is a basic understanding of the underlying psychoacoustics phenomena. Perception; particularly sound perception and its elements are described during chapter 2. Starting with the description of sound wave and how our hear works, sound perception and auditory sensation is reviewed in continuation. In chapter 3, product sound quality concept and its evaluation principles are reviewed. Thus, in order to understand the coupling between the acoustic perception and the product design; knowledge of general principles for product sound quality are required. Chapter 4 can be considered as two main sections. .How does emotion act as a delighter in product design?. is examined to better understand customer and user experiences impacting pleasure-ability in first section. In the second section, emotion is evaluated through sound design. A qualitative evaluation is done so as to examine cognition and emotion in sound perception. Chapter 5 leads subject through emotional branding. Sounds that carry the brand.s identity are evaluated within. Sound design is re-evaluated as marketing strategy and examined with several instances. Keywords: Product sound design, psychoacoustics, product sound quality, emotion design, emotional branding.