The Interior Design Psychology of Cars
Thomas Ebenfeld, Mailin Herbst und Dirk Ziems
The interior design of a car is very central to the buyersrsquo; and usersrsquo; perception and is one of the main differentiating criteria for vehicle sales. How the interior is experienced and evaluated is determined by implicit psychological contexts. Purely functional aspects are just one – and, for the buyer, not necessarily the most important – side of the whole. The factors of design influencing experience include, symbolic design aspects (represented by certain shapes, materials and designs) and overarching principles (such as familiarity, elegance or sportiness), which decisively affect the experience of a vehicle and its classification. These psychological aspects of the design are often even more important for the buyer than the actual functionality of the interior.
Using observational methods and projective techniques, qualitative psychological market research can precisely assess these decisive contexts and initiate optimisation both in functionality and in the aesthetic and symbolic experience.
The overall impression of a coherently integrated interior design
First of all, the interior design of a vehicle always triggers an overall impression of the whole in the prospective user. Inside, the car shows a lsquo;characterrsquo; of its own, and the first impression experienced by the buyer is a vital factor in the overall success of the car, appearing more or less lsquo;true to itselfrsquo;.
For this first overall impression (that often shapes the entire experience), criteria such as coherence, fit of the individual parts (such as materials and surfaces, line and colour design) and the generally – mostly unconsciously – experienced lsquo;consistencyrsquo; of the design are important to produce an unambiguous and impactful impression.
The higher a vehiclersquo;s value is expected to be, the more important these qualities in respect of the overall impression become for the evaluation. Conversely, inconsistencies in the design can lead to the car as a whole being experienced as inferior in value. If the vehicle is not to make a lsquo;budgetrsquo; impression, several optimisation steps may be advisable. At the end of this process, an experience of high technical and design integration should symbolise a vehicle of high value .
The design language of different interior styles
The character of a vehicle interior is shaped and guided by the design qualities. Individual design elements are brought together in the userrsquo;s perception to form overarching images, such as sportiness or elegance. On the other hand, the experience can be steered in a desired direction by making use of specific design elements. At work here are basic psychological and aesthetic lsquo;design codesrsquo; with which the design elements shape the experience. Possible examples for the effectiveness of certain elements are:
- Classic sportiness, using clear colours and clear colour contrasts such as black leather with bright red seams, hard and clear edges, smooth and firm surface materials and a centring of the layout on the driver himself.
- Familiarity through less strong contrasts, harmonising colours and harmoniously round shapes, softly upholstered but possibly washable surfaces and a less hierarchical layout with reachability of functions and controls for the family.
- Sporty robustness for SUVs using correspondingly robust shapes of the interior elements, possibly with bulges at the edges you can even lsquo;give a knockrsquo;, unpunished solid materials that tend to look heavier, and a clear functionality that is experienced as pragmatically thought-out.
- Classic elegance using valuable looking materials such as wood imitations and leather, a more filigree line in all details and slimmer contours possibly accentuated with chrome.
Questions on understanding the design codes
These design codes can be psychologically examined and precisely decoded. The individual case is not just concerned with rough or global allocations as described above but with the impact and psychological classification of very specific and even minor details, which lead in the end to the overall experience.
- How is integration of the seat adjustment experienced in a vehicle?
- Does the shape and features of a specific armrest lead to the overall impression of racy sportiness desired for the vehicle, or what exactly opposes this?
- Are the available colour and surface variants of a vehicle concept found convincing for a family car? Or, conversely: do they perhaps seem so family-like that the driver ultimately fears for his independence in the car?
- How bulky and how elegant must work on the interior contours be for them to convincingly symbolise the special sportiness of a high-end SUV even in the details? And where exactly are the limits for the design elements which must not be exceeded if the vehicle concept is not to lose its credibility?
At the same time, the design language in the interior can and should convey the important psychological characteristics at the various levels of vehicle category, brand and specific model in a way that can be experienced with the senses.
Qualitative psychological research methodology
To be really able to decode the experienced “meanings” of the design language and its impact on experience in the vehicle interior, it is recommendable to use the method of qualitative psychological in-depth face-to-face interviews. In practice, a number of further techniques of observation and questioning are integrated in the verbal interview:
- Behavioural observation which also reveals unconscious and hard to verbalise processes of experience
-
Projective techniques which can also give non-verbal voice to the psychological experience qualities
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汽车内饰设计心理学
托马斯·埃本费尔德，梅林·赫尔斯特与德克·齐姆斯
汽车的内饰设计对于购买者和使用者的感知至关重要，并且是汽车销售额区别的主要标准之一。内饰的体验效果和评估方式由用户内在的心理环境决定。功能性仅仅只是整体的一个方面，对于购买者而言不一定是最重要的方面。影响设计体验的因素包括象征性设计的具体方面（以某些形状，材料和设计表示）和总体设计要求（例如熟悉性，优雅度或运动性），这些因素决定性地影响汽车的体验及其分类。对于购买者而言，这些设计心理学因素通常比内饰的实际功能更为重要。·
使用观察方法和投射技术，定性的心理学市场研究可以精确地评估这些决定性的因素，并在功能，美学和象征性体验上进行优化。
紧密集成的内饰设计的整体印象
首先，内饰设计总能引起潜在用户对汽车的整体印象。内饰设计或多或少展示了汽车的真实“品质”，而购买者的第一印象正是整车成功的关键因素。
由于第一印象通常会影响整个体验效果，因此需要保持设计上的连贯性，各项的配合（例如材料和表面，线条和色彩设计）以及整体体验的“一致性”（用户经常对此是无意识的），以使用户产生清晰的、深刻的第一印象，。
汽车的期望价值越高，这些因素的质量对于整体印象的评估就越重要。相反，设计上的不一致会导致整车的价值降低。如果汽车不能给人留下“预算”印象，建议采取几个优化步骤。经过这一过程，将集合高科技和好设计，成为一辆高价值汽车。
不同内饰风格的设计语言
设计质量决定和引导汽车内饰的特征。将各个设计元素结合在一起，从而使用户形成对总体形象的感知，例如运动感或优雅感。另一方面，通过使用特定的设计元素可以引导用户获得特定的感知体验。通过基本的心理学和美学“设计规范”等设计要素可以塑造特定的用户体验。某些要素的有效使用示例如下：
bull;经典的运动风格，使用亮眼色彩的鲜明对比，例如黑色皮革搭配亮红色缝线，边缘坚硬清晰，表面材料光滑结实，以及驾驶员居中的中心布局。
bull;通过弱对比度、协调的颜色和圆润的形状、柔软可水洗的表面材料以及层次分明的布局实现亲近性，达到家庭用户的功能和控制需求。
bull;SUV的运动稳健性，通过使用相对坚固的内饰件形状，可能在其边缘处有可触摸到的凸起，使用看似较重且未经打磨的固体材料，以及体验效果明确清晰的功能设定。
bull;经典的优雅性，使用看起来有价值的材料（例如人造木材和皮革），所有细节上的精致线条和更纤细的轮廓（可能加铬）。
理解设计规范的有关问题
可以从心理学上核实并精确解析这些设计规范。一个项目案例不仅涉及如上所述的粗略或全局的要素分配，而且涉及到具体至微小细节的印象和心理学分类，这些最终影响了整体体验。
bull;汽车座椅中整合调节功能的体验效果如何？
bull;特定的扶手形状和特征能否成功使汽车整体充满运动感，还是恰恰相反？
bull;颜色和表面处理能否使一辆概念车成为令人可信的家用车？或者相反：它们可能看起来太像家庭用车，以至于驾驶员最终担心其个人的自主性？
bull;汽车必须具有多大的体积和怎样优雅的内饰及细节，才能令人信服地体现高端SUV特别的运动感？在概念车不失去其可信性的前提下，设计元素的限制到底在哪里？
同时，内饰设计语言应该以感官体验的方式传达出不同车辆类别，品牌和具体型号的用户心理特征。
定性心理学研究方法论
为了能够真正解读设计语言的体验含义及其对车辆内饰体验的影响，建议使用定性心理学深度面对面访谈的方法。实际上，口头访谈中包括了许多其他观察和提问技术：
bull;行为观察还可以揭示潜意识和难以口头表达的经历过程
bull;投射技术还可以通过类比，图片，故事的形式，以非言语方式表达个性化设计中“角色”的心理体验素质
bull;对经历的精确描述还可以发现在长远进程中可能很快失去的更优点。
为了检验设计心理学的有效性，具体细节的考虑也很重要。根据实际情况，例如可以在汽车修理店现场进行采访，也可以在停车场中对车内的受访者进行采访。记录内饰的处理方式和受访人员的手势动作，并在之后进行进一步的比较分析。在对具体对象即汽车或具有某些设计元素的车型进行采访时，对受访人员的视觉和触觉印象应详细观察和引导，并在自由访谈中进行加深。
在更深入的评估中，深入访谈还可以超越第一层自我描述：
bull;触摸这些表面时，这种感觉使你想起什么？
bull;你从何处知道这一点？是什么场景或评价使这个与你的经历背景相关？
因此，有可能在深入的采访中找出隐含的含义和评估标准，判定设计元素的设计师自己可能也从未注意到这些，但对用户仍然有效，从而最终得到用户对内饰设计整体印象的正面或负面的反馈。
定性心理学内饰设计研究的具体成果
基于心理学深入访谈，可以为汽车内饰设计开发提供清晰明确的优化方案。为此，将访谈中收集到的广泛含义，受访者的故事和联想进行回顾分析，以了解设计中可行的具体优化方面即各个元素的特定设计以及它们在总体上的相互关系。
根据此任务型研究的结果，可以为设计制定简单，清晰和切实可行的指南和要求，例如：
bull;可以采取哪些特定措施使总体印象显得更有运动感，更坚固或更有家庭氛围等等
bull;哪种表面材料一定能够用于某一特定车型，哪种使用效果一定较差
bull;什么高度，什么版本或什么形式的内饰中的某些功能控件特别适合于某一汽车概念
bull;元素运用设计中可能遇到的哪些“不一致”应该立刻纠正，哪些由于事实证明它们对整体体验的重要性不如预期而可以忽略事实？
如有必要，这些发现可以得到用户和设计师这两个群体的进一步支持。受访人员不仅揭示了他们对当前设计概念的经历，而且在心理学引导的进程中，可以与开发人员一起产生新的附加解决方案，并评估他们的预期接受度。
Thomas Ebenfeld 是m概念的执行合伙人，Mailin Herbst是m概念的高级项目经理，Dirk Ziems 是概念m的执行合伙人。
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