Research On Visual Characteristics That Affect Mobile Phone Selection Preferences

With the theory of visual psychology and kansei engineering, explored phone's choice preference under the influence of the phone's outline dimension and physical features, carried out the experiment under the high and low fidelity graphics:the experiment 1 was designed to 4 (screen size:4.7inch, 5.0inch,5.2inch, 5.5inch) ×3 (inner border:3mm,2mm, Omm) × 2 (length-width ratio:16:9,16:10), studied the phone's choice preference under the influence of the variable in low-fidelity graphics, the experiment 2 was designed to 4 (screen size:4.7inch,5.0inch,5.2inch, 5.5inch) ×3 (inner border:3mm,2mm, Omm) ×2 (fidelity graphics:high and low level), studied the phone's choice preference under the influence of the variable in high-fidelity graphics.The results showed:(1) In the low-fidelity graphics) the subjects preferred 5.2 inch phone screen (F=4.093,p=0.008,?2=0.993); as far as the length-width ratio, the subjects liked 16:9 more (F=10.924, p=0.002,?2=0.215); the subjects preferred the narrower inner border(F=3.060,p=0.052.?2=0.071); different gender of subjects made different choices on phone screen size (F=2.330,p=0.078.?2=0.055).(2) In the high-fidelity graphics, the subjects preferred 5.0 inch phone screen (F=5.057, p=0.002.?2=0.107); as far as the corner radian, the subjects liked arc more (F=7.731,p=0.008,?2=0.155), different gender of subjects made very different choices on the corner radian of the phone (F=20.181,p=0.000, ?2=0.325).(3) In the high and low fidelity graphics, subjects made very different choices on the phone screen (F=73.967, p=0.000,?2=0.638)Conclusions:(1) As far as the phone screen size, consumers preferred a moderate sized phone; (2) Consumers did not like too wide inner border; (3) More consumers preferred general comparison then single dimension comparison on the phone screen size and the length-width ratio of the phone; (4) Female consumers preferred arc, while most men preferred a right-angle; (5) To provide customers with high-fidelity graphics in real sales situation.