Volume 7 Issue 3 - January 9, 2009
Observation threshold of cellular phone represented angles and its related factors
Fong-Gong Wu1,*, Eva Chang1 and Rain Chen2

1Department of Industrial Design, National Cheng Kung University, 1, Ta-Hsueh Road, Tainan City 701, Taiwan, ROC
2Department of Visual Communication Design, Southern Taiwan University, 1, Nantai St, Yung-Kang City, Tainan County 710, Taiwan, ROC

Wu FG, Chang E, Chen R.
Observation threshold of product represented angles and its related factors
DISPLAYS 28(4-5): 155–160 DEC 2007 (SCI)

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The development of the internet has resulted in the excess of product information that consumers could not bear. Many uncertainties are created concerning their safety and reliability. Furthermore, internet shopping provides no contact with the physical product, increasing perception risk. Through related studies, experiences influence one’s shape recognition. A group of consumers, after viewing images and the physical product, through space perception reasoning; will result in the differentiation of imagery perception. Whether it’s a 3D physical product or 2D image of the product, apart from the differences in personal sensation, images with different viewpoints will cause the consumer to have a perceptual difference on the product. In the internet era where there are too much information and too little time, whether it’s a physical product or an image of the product, the viewpoint on the object is something that cannot be ignored. According to the different product attributes, the product is displayed to conform to the senses of the public; this should provide a complete reference to the creation and application of future multimedia databases.

This study displays a product in images of various angles; with the aim of finding one’s observation threshold for the identification of product represented angles. Many psychology studies points out that “familiarity” and “product components” can be the main elements that influence production recognition. Therefore, this study has identified “familiarity” and “product components” as the control variables. A questionnaire is used to identify users that are familiar and unfamiliar with cellular phones. The component difference experiment takes a “cellular phone” as a control variable. The NOKIA8250 as the “Objective cellular phone” and another “contrasting cellular phone” is redesigned through identification of the differences in components via the pilot study.

The subjects of this study are targeted at internet users. There are 22 subjects that participated in the observation threshold of product represented angles experiment. The subject completed familiarity questionnaires before the experiment. The questionnaire has five questions and a subject is identified as being a “familiar with Objective cellular phone NOKIA8250 user” if more than three questions were answered correctly. The result of the questionnaire consisted of 11 “familiar with Objective cellular phone NOKIA8250 user” and 11 “unfamiliar users”.

After the affirmation of the Objective cellular phone NOKIA8250 being a popular cellular phone on the internet. Pilot study 1 and 2 found out the component differences of the contrasting cellular phones. Pilot study 1 discovered the ideal cellular phone components of the consumers. The statistical results of 65 questionnaires showed that: button, screen, antenna, curve of the form, speaker cover and brand name plate are the six components that made impressions to the consumers. Pilot study 2 is the identification of the components that influenced the differentiation of the cellular phone. 66 subjects did a “same/different” identification of cellular phone parts. Ten questions are designed according to the results of pilot study 1. The result of the experiment showed that the “speaker cover” and “antenna” are the two most differentiating parts of a cellular phone. After the affirmation of the components difference elements, the design of the contrasting cellular design is conducted. The software, Solid Works is used to illustrate images of the Objective cellular phone and the contrasting cellular phone; this is shown in Fig.1. Every product have a 24x24=576 images of product represented angles; shown in Fig.2. Every subject completed the observation threshold of product represented angles experiment based on the Objective cellular phone and contrasting cellular phone.
Fig.1 Objective cellular phone and Contrasting cellular phone

In Fig.3, the result of the observation threshold of product represented angles experiment shows a threshold distribution map. From the figure, one can see that the distribution of the observation threshold represented angles forms a X-shaped distribution. There is also a unfamiliar region displayed in the left and right regions. The observation threshold represented angles of the familiar users are clearly better than the unfamiliar users. The familiar users are better at grasping the minor characteristics of the product; therefore the recognition of product represented angles have a wider range. The combined recognizable product represented angles of the 22 subjects shows: Range 1 consisted of the X-value ranging from 60°~165° and the Y-value ranging from -75°~75°. Range 2 consisted of the X-value ranging from 45°~255° and the Y-value ranging from 105°~255°. 
Fig.2 NOKIA8250 product represented angle figure

Fig.3 Observation threshold of product represented angles distribution map

The study on Observation threshold of product represented angles and its related factors can be seen as a fundamental study and its result can be applied in a wide range. For example, the shape-recognition threshold database, if built, can be used as for searching purposes of the shapes. In the era of E-commerce, the circulation of products through an electronic media is important. The study on Observation threshold of product represented angles can provide better observation angles. The conclusion of this study hopes to provide researchers of similar study a start on a more in-depth future study.
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