A methodology for leather goods design through the emotional design approach

Abstract

Customers are important people for any business. The novelty for the twenty-first century is that they mainly ask for personalized products and services. This trend leads to forced design method to create a new partnership between designers and customers when designing. Thus, it is important to work closely with customers to make sure that the products will fulfill their needs and requirements. This study proposed a methodology for leather goods design through the emotional design approach. It was based on a questionnaire. Product personality was used to evaluate how products are perceived. Data were statistically analyzed by the principal components analysis approach. Results were clustered and interpreted to explore the product attributes that were relevant to the brand personality. It can be used to guide designers designing leather bags following the brand personality and meeting requirements and perceptions of customers.

Keywords:

• Emotional design
• brand identity
• principal component analysis
• leather goods