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

Volvo Car Group in collaboration with EEG specialists Myndplay, conducted the first scientific experiment of its kind revealing that beautiful car design can tangibly evoke a powerful range of feelings that are on a par with the most basic of human emotions. The scientific experiment tested respondents to analyze how the brain reacts emotionally to car design and how design aesthetics actually make us feel. EEG is the recording of electrical activity along the scalp and measuring voltage fluctuations resulting from ionic current flows within the neutrons of the brain. The experiment showed that we react emotionally to the shape of a car, with men seeming genetically programmed to like sleek design with beautiful lines.

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 The images included the new Volvo Concept Coupé alongside perceived ‘bad’ and ‘outdated’ car design, visuals of happy/crying babies and men and women considered to be ‘beautiful’.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