The Design Analysis of Product Animation Appearance Towards  Psychological Measurement: Dragon Design

Fevi Syaifoelida; Adam Asyraf; A. M Megat Hamdan; Iszmir Nazmi

Authors

Fevi Syaifoelida Mechanical Engineering Department Universiti Tenaga Nasional (UNITEN), Malaysia
Adam Asyraf Mechanical Engineering Department Universiti Tenaga Nasional (UNITEN), Malaysia
A. M Megat Hamdan Mechanical Engineering Department Universiti Pertahanan Nasional Malaysia (UPNM) Malaysia
Iszmir Nazmi Mechanical Engineering Department Universiti Tenaga Nasional (UNITEN), Malaysia

Keywords:

Design analysis, emotional words, emotional feeling, customer, RGMM

Abstract

This is the study of the psychological effects on customers in relation towards the design of products. The product selected was in the animation industry, that should be measured is the design of the appearances of the dragon. By using the approach of Emotional Words (EW), which helps in determining the people’s feelings towards the designs, the study is delivered through a set of questionnaires in perspective of span semantic differential. The collection of data from the questionnaire had been tested and analysed in the statistical analysis to see the validity and reliability. The results were used to determine the most preferable designs for dragon’s appearances in the movie “How to Train Your Dragon’. The mathematical approach, Row Geometric Mean Method (RGMM) showed the values gained for each part in Emotional words. As a result, the new dragon design was proposed based on the combining of the most preferable designs for each part of the dragon’s body. This new design of dragon was the most desired feeling by the customer (audience) that shall be created.