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Design Science Journal
Papers

An Analysis on Similarity of Product Images

An Analysis on Similarity of Product Images

Year: 2010

Section: Short Presentation B

Editor: Taura, T and Nagai, Y

Author: Wang, Hung-Hsiang; Chan, Jung-Hsuan

Section: Short Presentation B

Abstract

Metaphor is based on the similarity of two things. It’s the center of creative thinking. The purpose of this study is to understand humans’ perception about similarity. This study uses Tversky's contrast model to discuss the similarity of product images with three issues: the importance of common features for similarity and dissimilarity; the asymmetry of similarity; the degree of similarity of two images in different context. Through three experimental investigations with chair and product images as material, different assumptions were tested respectively. The results show: (1) common features are more important while choosing similar source; (2) more salient images are regarded as a referent and comparison of similarity is asymmetry; (3) salience of features might be changed in different context. The results can be applied to metaphorical products and creative thinking to perceive common and salient features between different domains, and make a innovative connection.

Keywords: similarity, contrast model, product design, metaphor

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ds conferenceICDC 2010 - the First International Conference on Design Creativity

The First International Conference on Design Creativity (ICDC 2010) is a brand new conference, promoted and organised by the Design Creativity Special Interest Group (SIG) of the Design Society. It will provide a forum to discuss the nature and potential of design creativity from both theoretical and methodological viewpoints. Important dates: 18.06.2010: Deadline for submissions (full papers) to be reviewed 30.07.2010: Notification about paper acceptance 01.09.2010: Submission of final papers...

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