Minjung, the Master’s student of Color Lab, has published a research article entitled “Investigating the Relationship Between Vehicle Front Images and Voice Assistant” in the Korean Society for Emotion and Sensibility. There are co-authors, Soyoung Min, an undergraduate intern, and Taesu Kim, a Ph.D. candidate. They attempted to investigate the cars’ visual appeal and the voice assistants’ acoustic characteristics. This study is a continued project from the undergraduate course Human Factor Design by Professor Suk.
In the context of the increasing applications of voice assistants in vehicle, we pay attention to the association between the visual appeal of the cars and the acoustic characteristics of the voice assistants. This study attempted to investigate the relationship between the visual appeal of the vehicle and the voice assistant based on their emotional characteristics. A total of 15 adjectives were used to assess the emotional characteristics of the 12 types of cars and six kinds of voices. An online interview was carried out, in that participants matched three adjectives with the presented car images or voices. A brief interview was followed for the participants to reflect on the adjective matches. Based on the assessments, we performed the PCA(principal component analysis) to derive factors. We tried to deploy the cars and voices and analyze the patterns of clustering. The PCA analysis resulted in two factors that were profiled as “Light-Heavy” and “Comfortable-Radical”. Both car and voice stimuli were deployed in a two-dimensional space showing the internal relationship within as well as between the two substances. Based on the coordination data, a hierarchical cluster grouped the 18 stimuli into four groups. The groups were labeled as challenging, elegance, majesty, and vigor. This study figured out the two latent factors that describe the emotional characteristics of both car images and voice types. They were clustered into four groups based on their emotional characteristics. The coherent matches between car style and voice type are expected to address the design concept more successfully.