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Understanding Customer Preferences and Designing Sales Materials Using Preference Models

There are diverse design preferences among customers. And knowing each consumer's design preferences beforehand makes it possible to create and deliver materials for sales promotion according to those preferences. That would make the materials more appealing and thus make it easier to encourage consumers to buy a given product.
This paper initially describes the idea of "Preference Models" that classify people's preferences for design elements. It then introduces a taste and image evaluation method called "Media Image GAP Finding" that was developed based on the Preference Models. This method is a tool used to visualize the gap between the impressions of materials conveyed by the sender of information (e.g., a company) and the preferences of the recipient of that information (the consumer), and assist in determining such design elements as the color palettes that match the preferences of the recipient of information.

Author

  • Kazushi Ozawa
    Communication Design Office, Research & Technology Group
  • Kengo Omura
    Communication Design Office, Research & Technology Group
  • Yasunari Kishimoto
    Communication Design Office, Research & Technology Group