Volvo Cars' World First Experiment Reveals The Emotive Power of Car Design

Volvo Cars' World First Experiment Reveals The Emotive Power of Car Design

OneShift Editorial Team
OneShift Editorial Team
02 Dec 2013

The experiment was conducted to coincide with the launch of the Volvo Concept Coupé, the first expressive interpretation of Volvo’s new design strategy aimed at building a more emotive connection with the brand. Participants were asked to rate a series of images whilst wearing a dry sensor EEG headset that measured brainwave activity in the prefrontal cortex of the brain. The images included the new Volvo Concept Coupé alongside perceived ‘bad’ and ‘outdated’ car design, visuals of happy/crying babies and men and women considered to be ‘beautiful’.

  • Men experienced more emotion whilst looking at images of beautiful car design than they did whilst looking at an image of a crying child
  • Women displayed an emotional intensity to the picture of a crying baby which almost doubled that of male participants
  • 74% of men claimed that good design made them feel positive
  • Only 33% of women rated images of car design higher than an image of an attractive man
  • 60% of men claimed that driving a beautiful car makes them feel confident and empowered

A parallel survey conducted by OnePoll revealed that 43% of men said that they found the car shape and design to be the most appealing aspect, over the interior, gadgets, wheels and engine. The front of the car was the most attractive feature for men, in contrast to the reaction from women where the rear of the car scored the most highly.

Thomas Ingenlath, Senior Vice President Design at Volvo Cars, said: “This survey finally proves what we’ve always suspected. Beautiful car design can elicit strong emotional responses ranging from a positive frame of mind to a sense of empowerment.”

Credits: Oneshift News Team

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