Computer-Generated Cars you have to Love : How Image Morphing and Warping help Designers to Optimize their Design Sketches

Although product design is considered as a core determinant of a product's market success, systematic approaches that allow managers to increase a product's visual attractiveness are not available. The present research addresses this gap by adapting an approach that was originally developed in research on human facial attractiveness to a product design context. In particular, we propose that image morphing and warping techniques can be used to identify and manipulate those design features that drive a product's perceived attractiveness. Moreover, we also develop a computer-assisted interface that allows consumers to individually determine their optimal car design. Three studies with real consumers focusing on the automotive market confirm the viability and the usefulness of our approach. From a managerial perspective, the approach may increase the effectiveness of design efforts and may help in integrating consumers' preferences in an early stage of the product design process.