M.J. Smith and G. Salvendy (Eds.): Human Interface, Part I, HCII 2009, LNCS 5617, pp. 263–270, 2009. © Springer-Verlag Berlin Heidelberg 2009
Design and Evaluation of the Customized Product Color
Combination Interface Based on Scenario Experience
Ying-Jye Lee1, Cheih-Ying Chen2, and Fong-Gong Wu3 1
Department of Cultural Business Development,
National Kaohsiung University of Applied Sciences, 415 Chien Kung Road, Kaohsiung 807, Taiwan, R.O.C.
Department of Multimedia Design, Fortune Institute of Technology, No.1-10, Nwongchang Rd., Daliao Township, Kaohsiung County 831, Taiwan, R.O.C.
3 Department of Industrial Design, National Cheng Kung University, 1, Ta-Hsueh Road,
Tainan, Taiwan 70101, R.O.C.
email@example.com, firstname.lastname@example.org, email@example.com
Abstract. The customized product color interface based on scenario experience
is defined as the experienced marketing model in this study. There are 48 color combinations of the spatial image resulted from four scenario styles and 12 popular sofa colors. The image compositing technique is adopted to appear the 48 color combinations of the spatial image on computer screen. This study com-pares the difference between the experienced marketing model and traditional marketing model by using the evaluation items of Personal Involvement Inven-tory. Results show that eight evaluation items including interesting, exciting, means a lot to me, appealing, fascinating, valuable, involving, and needed for the experienced marketing model are significant better than the traditional marketing model. Besides, two evaluation items including important and relevant doesn’t appear significance between the two models. Therefore, the entrepreneur who wants to display the color primarily commodity should design the customized color combination interface with scenario experience for consumers to take op-portunity to find the appropriate products to meet with consumers’ needs, so as to shorten communication time between entrepreneurs and consumers.
Keywords: Customized product; Color combination; image compositing
tech-nique; Personal Involvement Inventory.
In new age, the new consumption attaches great importance to consumer experience. Consumers gradually take to expend in the process that brings the unforgettable ex-perience; and the traditional marketing have some changes. Nowadays, consumers have already regarded product function, benefit and quality as essentiality, and they need the product stimulating their perceptions and touching their thoughts. Schmitt  announced that the experience economy time has already approached. The experi-ence economy for the enterprise indicates the service as the core and the product as the material to devise the sense experience, change consumer behavior, and create the feeling for the consumer which is worth recollecting .
264 Y.-J. Lee, C.-Y. Chen, and F.-G. Wu
Customization is one kind of excellent experience economy tools. Consumers can customize their own products by means of customization modules. While a product is customized, consumer goes through the active experiences at the same time. Regard-ing customized products, it is more easy produce to vary product’s color than its form for meeting the need and preference of individual consumer. Different color combina-tion create vary image and provide different needs for consumers . Lin et al.  addressed the color as a key attribute in object recognition because object colors cor-relate strongly with object identify. Lai et al.  demonstrated that the product color has a greater affect on product image than product form. Wu et al.  noted different color products can achieve different visual effects and create more pleasing and styl-ish product image.
Consumers can interact with the designer or the entrepreneur by customized way. Besides, providing the diverse color component to involve the consumer in the design process, continue product life cycle, reduce product development cost and gain a higher profit . Therefore, different color combinations by applying image compo-siting technique to the customized design interface; it will give the consumers differ-ent color fascination and design experience. However, the ordinary process of product color selection always consumed most of time in customizing and communication. The end product may fall short of consumers’ expectations, since only sample pic-tures of the catalogue were shown to the consumers during the selection process, the finished effect of a completed product could not be effectively pictured. This vast discrepancy in the end product and consumers’ expectations causes as much frustra-tion to the consumers as well as to the manufacturers. The kind of selecting process is called the traditional model in this study.
The main objective of this study is to design the customized product design interface and to compare the difference between the experienced marketing model and traditional model. The study plans to design the customized product color interface based on sce-nario display via the marketing approach of experience economy. The study takes the leather sofa as an example. The sofa belongs to the large-scale commodity, and all dif-ferent colors sofas can’t be displayed completely in the shop. Moreover, the each differ-ent color sofa matches the differdiffer-ent scenario to build the differdiffer-ent spatial image for meeting consumer's need. Considering above descriptions, a customized sofa color combination interface with scenario experience is designed in this study.
2 Image Compositing Technique
The image compositing technique can be used in a wide variety of applications such as virtual reality which requires the scene to be displayed from different viewpoints and stereo matching . Virtual environments may also be produced through the image compositing process. Definitions and descriptions in regards to virtual envi-ronments can be found in the research conducted by Bayliss et al. . A good discus-sion on virtual reality has been presented by Machover and Tice  and Ellis . Jayaram et al.  and Connacher et al.  also developed a virtual assembly design environment through the concept of virtual environment. From the above, it can clearly be seen that the concept of virtual environment and image compositing has already been widely adopted in many fields. This study adopts the image compositing
Design and Evaluation of the Customized Product Color Combination Interface 269
Besides, the rest evaluation items including important and relevant doesn’t appear significance between the two models. According to the analysis results, consumers have high favor on the experienced marketing model (i.e. the customized color com-bination interface with scenario experience). Therefore, the entrepreneur who wants to display the color primarily commodity should design the customized color combi-nation interface with scenario experience for consumers to take opportunity to find the appropriate products to meet with consumers’ needs, so as to shorten communica-tion time between entrepreneurs and consumers.
The customized product color interface based on scenario experience is designed as the experienced marketing model. After evaluation, the experienced marketing model is statistically significant better than the traditional marketing model. Furthermore, the image compositing technique gives consumers the advantage of viewing the custom-ized product color interface on a computer screen, thus enabling them to effectively select suitable spatial image that best suit their needs. The experienced marketing model based on the image compositing technique would improve on the efficiency in product color combination selection; minimize communication time between entre-preneur and consumer. The proposed experienced marketing model in this study may also be extended to similar researches in other furnishing related industries.
This research was partially supported by the National Science Council in Taiwan through Grant NSC 96-2411-H-151 -001 and NSC 97-2410-H-151-010.
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