Utility measure of styling features

Abstract

In this study a new method is proposed that provides a style description framework capable of equipping the designer with both the ability to estimate utility values in a certain project environment using conjoint analysis. This model provides a framework for understanding customer needs and demonstrates the interrelationship between product's attributes, the customer's perception of product attributes, and resulting evaluations of the product's quality and value. It analyses existing styles and to describe new styles for target markets. Ultimately, this framework can also be used to communicate styles between designers and computers, and to accumulate formal style knowledge.