The Aesthetic Analysis of Sporty Design Factors in a Sports Car

The design of a product is becoming more important and it affects product preference and buying decision. The objectives of this study are first to determine the major elements affecting the feeling of exterior design from aesthetic engineering point of view, and then to extract the highly correlated design factor within the experimental result. Firstly, the buying preference is highly affected by the dynamic and elegant factors. Through deepening analysis using only 2-door type car, the ‘Cowl and Deck Point Angle * Overall Length / Overall Height’ factor is highly positive correlated, and the ‘Rear Overhang’ factor is highly negative correlated with buying preference. There are three special features of a sports car; firstly, stable (long wheel base) and aggressive (lean towards the front) design makes consumers feel dynamic. Secondly, the consumers prefer modern and sedan-like coupe design. Thirdly, sleek design line and consistent character line are preferred.