The influence of product presentation types and speed motion on emotional responses


  • Jindarat Sriamporn Faculty of Architecture, Chulalongkorn University
  • Vorapat Inkarojrit Faculty of Architecture, Chulalongkorn University


Sport shoes shop, Emotional responses, Window displays, design of motion presentation, speed motion


The research studies the relationships between product motion display and emotional responses. Main goal is a presentation towards the emotional responses in order to provide the guidelines for designs from samples of 35 persons at the age between 21 and 60 years old. To carry out the test from model of moving product through testing box and inquiry from display of three types of design including horizontal waves, vertical waves and circles to find out the best design for emotional responses of viewers by analyzing factor of speed at 5 levels including 0.00 m/s, 0.12 m/s, 0.24 m/s, 0.36 m/s and 0.48 m/s to evaluate emotional responses from 9 pairs of antonym wording. In this study, it can be concluded that the product presentation by motion could improve the positive responses of the sport shoes shops more effectively than product presentation without motion. The presentation by circle design brings the most impact to emotion with “identity”. When circle design moves at the speed of 0.12 m./second, it brings the most impact on “impression” emotion. However, economic factor should be considered from buying power samples, factor of more and various presentation design including the test at real places in the future.


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