May 2019
We see with our mind,
not just with our eyes
by Colin Ho and Ian Payne
People don’t just see a
product’s colors, shape
or size. While our eyes
are the windows through
which visual input enters,
it is the brain that gives
meaning to what we see.
Seeing is not only about our eyes, but our mind triggered them. This is a critical omission in existing
as well. It may be overlooked, but our brains are research and our focus. If we knew precisely what
an integral part in observing what surrounds us. physical features triggered which perceptions (e.g.,
Our ability to see is by far the most powerful and blue color triggers perceptions of modern), designers
complex of our three primary senses. The number can more precisely create products that connect the
of brain cells devoted to visual processing take up desired psychological responses.
about 30 percent of the cortex, as compared with
eight percent for touch and just three percent for Two macro trends provide strong reasons why we
hearing. Biologically, we are wired to rely heavily should pay increased attention to product appearance
on vision to guide our decisions in the world. and their impact. The first is the rapid growth of online
sales (E-Commerce Worldwide, Statista, 2018). As
This is the focus of our paper: People don’t just see sales shift online, product appearance takes on a more
a product’s colors, shape or size. While our eyes are influential role. The second macro trend is functional
the windows through which visual input enters, it is the equivalency (Schutte et al, 2004). With increased
brain that gives meaning to what we see. Our brain accessibility to advanced manufacturing technology,
extracts meaning instantaneously and instinctively, it is becoming more difficult today for consumers to
which influences our preferences and behavior differentiate products on performance. When this
towards a product. Our perception is very much happens, the design of a product takes on a larger
influenced by our knowledge and understanding of the importance. All else equal, consumers will go with the
world. While research often examines what responses more attractive product
a product’s appearance sparks, most do not link
the responses back to the visual features that
GAME CHANGERS 3
SEEING IS BELIEVING AND FEELING
We start with a simple framework to guide our thinking (labeled as cognitive and affective, respectively).
(see Figure 1). In this framework, the appearance This psychological response, in turn, influences our
of a product impacts our “head” and “heart” behavior towards the product.
Figure 1
Cognitive beliefs Affective: positive
and associations and negative
Product appearance Behavior: buy or not
Product appearance includes color, shape, patterns, We share the findings from three case studies. The first
texture, size, features and anything observable in fits in the discovery phase of a product development
the product. “Cognitive” includes beliefs or inferred process – a phase to acquire deep foundational
associations about the product such as its perceived knowledge of the role visual elements play in a product
efficacy, or whether it is a premium or cheap product. category. The second and third are examples of
“Affective” captures our feelings towards the product, “screening” studies: when we have several innovation
such as do we like what we see or not? While we refer candidates and we would like to understand
to cognitive and affective responses as though they consumers’ reactions to each of them.
are separate and independent, the two co-exist and
interact. These triggered beliefs/associations influence
how a product will be judged.
4 IPSOS VIEWS | WE SEE WITH OUR MIND, NOT JUST WITH OUR EYES
CASE STUDY ONE: WHEN A KITCHEN
APPLIANCE IS NOT JUST A KITCHEN
APPLIANCE…
In this study, we wanted to quantify the impact of that come to mind when seeing/reading about this
appearances of small kitchen appliances on their product?” To discourage overthinking and capture
overall appeal. Consumers were shown product people’s automatic responses to visual cues (i.e.,
images along with information typically provided by System 1 thinking), respondents were given 15
online retailers (i.e., brand, price and a brief description seconds to respond to the open-ended question.
of the features). We tested over a hundred products We also asked consumers to rate the products on
across two countries but consumers evaluated only a appearance, brand, price, functionality and overall
few products to make the task less burdensome. appeal. Responses to the open-ended question
were text analyzed. We share two examples below
After seeing each product, respondents shared their to illustrate the open-ended responses we got.
immediate thoughts via an open-ended question. Visual themes dominated consumers’ immediate
The question was “what are the first three things responses to the products (see Figure 3).
Figure 2
Like Color: 8% Good looking: 21%
Retro: 5% Stylish: 8%
Garish: 17% Modern: 8%
Sleek: 4%
Within “visual”, both cognitive and affective Using the rating questions, a predictive model
responses were present. The products’ was used to understand the relative impact of
appearances generated beliefs/associations (e.g., appearance, brand, price and functionality on overall
“innovative”, “premium”, “feminine”) and affective appeal. Appearance had a relative impact of about
responses (e.g., “nice”, “cute”, “horrible”). 70% compared to brand, price and functionality.
GAME CHANGERS 5
Figure 3 – Responses to small kitchen appliances
What are the first
three things that
come to mind when
seeing/reading about
this product?
6 IPSOS VIEWS | WE SEE WITH OUR MIND, NOT JUST WITH OUR EYES
The relative impact of the appearance rating on garish, gaudy). The shape of the appliance also
overall appeal is very close to the percentage of influences what we “see”. An appliance with a tear
open-ended responses that were appearance- drop shape is more likely to trigger perceptions of
related (75%) and provides converging evidence stylish/sleek whereas a kettle with straight lines
that product appearance is very important in is more likely to trigger perceptions of modern/
small kitchen appliances. This is not surprising as contemporary. Like color, shapes were polarizing
consumers often look for appliances to fit in with too. A kettle with straight lines, for example, was
their home décor. also likely to trigger perceptions that the appliance
was “boring”.
For our approach to be of value, however, the true
test was whether we could link specific responses By linking a product’s physical features with the
back to specific visual features. The answer was responses it sparks, we can better guide designers to
a resounding “yes”. In Figure 4, we share a few create products that trigger a specific psychological
select findings. response. For example, if the goal is to design
a modern, stylish and sleek appliance, a black-
We see that blue triggered perceptions that colored appliance with a tear drop shape would be
the appliance is attractive, retro and stylish, whereas one possibility. Doing this research in the discovery
black triggered perceptions of modern and sleek. phase enables us to craft a stronger design brief
Some colors and features were polarizing. Red, and achieve a better design earlier in the product
for instance, triggered positive feelings in some development process.
individuals but negative feelings in others (e.g.,
Figure 4
COLORS
POSITIVE NEGATIVE
Attractive, retro, stylish Old, dated
Modern, sleek n/a
Positive, retro Garish, gaudy
n/a Ugly, awful, dated
SHAPES
POSITIVE NEGATIVE
Stylish, sleek Old, dated
Modern, contemporary Boring
Cute
GAME CHANGERS 7
CASE STUDY TWO: THE IMPACT OF COLOR,
DESIGN, MATERIAL AND SHAPE ON
FRAGRANCE DIFFUSERS’ PREFERENCE
In the second study, we examined the impact of new tournament advances to the next round.
fragrance diffusers’ appearance on preference. If you At the end of this exercise, respondents were asked
are not familiar with a fragrance diffuser, it is, in basic to answer an open-ended question for the top four
terms, a container which releases a fragrance into the winners of the tournament exercise. This open-ended
air using oil (see Figure 5 for an example). question captured consumers responses to the new
products. Unlike the small appliance study, we did not
Figure 5 – Example of fragrance diffuser provide any additional information beyond images of
the products so responses to the fragrance products
can only be driven by their appearance. The responses
to the open-ended question were text analyzed and
visualized (see Figure 6). To keep the visualization
uncluttered, we show only seven out of the 20
products tested.
The fragrance innovations were primarily viewed
as colored/not colored and complex/simple. These
responses were predictive of preference in the paired
exercise. For example, innovations perceived as stylish
and elegant were more likely to be chosen in the
tournament exercise.
As in the first case study, we were able to link specific
responses with observable features of the product.
For example, innovations made of glass or ceramic
were associated with perceptions of elegance/fancy
Respondents indicated their preference for 16 (bottom right of Figure 6). A cylindrical shape and
fragrance diffusers randomly selected from a pool of the color white was associated with perceptions of
20 in a tournament-like exercise. Each respondent simplicity and “clean” (top right of Figure 6). These
was shown pairs of fragrance diffusers and asked to linkages make the research actionable.
indicate which one was preferred. The winner of each
8 IPSOS VIEWS | WE SEE WITH OUR MIND, NOT JUST WITH OUR EYES
Figure 6: Responses to fragrance innovations
“Small, compact”
Simple “Right size”
Clean, Simple
“Modern, “Sleek”
Cluster of smaller
contemporary” mostly white,
cylindrical products
“Simple”
“Cute, fun” “Clean”
“Fit with decor”
Color “Color”
“Decorative”
“Design, stylish”
Ceramic Product
The only two
colored products
tested stood out “Pretty, beautiful”
based on color “Elegant”
Elegant, fancy “Looks fancy”
Glass Product
Complex
Colored Not colored
Even if a product has the
best functionalities, if the
appearance of the product
does not trigger the right
associations, consumers
may not consider/purchase
the product.
GAME CHANGERS 9
CASE STUDY THREE: IF IT LOOKS STRONG,
IT MUST BE STRONG
In the third case study, consumers were asked to share The light green and light blue mouthwash were viewed
their reactions to mouthwash in different colors. The as “gentle”, “weak” and ineffective. White was perceived
goal of this study was to understand if the color of as watery, dull and boring (contrary to what some
the mouthwash triggers specific beliefs/associations might hypothesized, that white cleans better). Purple
and affect. As in the previous two studies, consumers was viewed as strong and powerful. These beliefs and
provided their responses by answering an open-ended feelings about the products (e.g., gentle, weak, strong)
question. Respondents also rated the products on were found to be predictive of overall opinion/efficacy of
overall opinion and efficacy. The results showed that the cleaning product.
color influenced consumers beliefs/associations and
feelings about the mouthwash (see Figure 7).
Figure 7 – Responses to mouthwash colors
Gentle, weak, Gentle, weak, Looks like water,
not effective not effective, watery, dull, boring
kills bacteria
Fresh, clean Strong, powerful Unappealing, dislike,
would not use, would
stain, unusual
10 IPSOS VIEWS | WE SEE WITH OUR MIND, NOT JUST WITH OUR EYES
LOOKS MATTER
Despite what you may have been told, looks matter! subsequent inclination to purchase or not. Despite
We instinctively judge people by their appearance our best intentions not to judge by appearance, our
and we judge objects similarly. Our three case studies brain automatically and instinctively does. Finding
were about products’ appearances, but we expect precisely which physical features trigger which
the same ideas to apply to packaging as well. More psychological response gives manufacturers a
generally, any product visual stimuli can impact competitive advantage.
consumers’ associations with the product and their
REFERENCES
Schutte, S. T., Ecklund, J., Axelsson, J.R., Nagamachi, M. (2004). Concepts, methods and tools in Kansei
Engineering. Theoretical issues in ergonomic science, 5(3), 214-231.
GAME CHANGERS 11
We see with our
mind, not just
with our eyes
Colin Ho, Chief Research Officer, Innovation and Market Strategy, Ipsos
Ian Payne, Global Service Leader, Pack Testing, Ipsos
At Ipsos, we are passionate about helping clients identify, qualify, optimise and forecast the
business potential of innovations, products and packaging.
Our rapid and validated end-to-end solutions, that combine optimisation with qualification,
enable clients to be faster in seizing opportunities and be more agile in bringing their products
to market. Unique to Ipsos is our high-quality overnight innovation testing, our ability to
forecast at any point in product development, our strong heritage in product testing, and our
application of behavioural science and neuroscience.
With unparalleled global reach and expertise across a wide range of sectors, we offer smart,
agile and integrated solutions, allowing clients to lead their categories with disruptive and
innovative product, package and service propositions.
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