Car design has been proven to be part of the most basic human emotions and men and women think differently. So Volvo Cars invested in a study of the emotive power of car design. It's very interesting. Let's see what the results are.
The first scientific experiment of its kind has revealed that a beautiful car design can tangibly evoke a powerful range of feelings that are on par with the most basic of human emotions.
The scientific experiment, conducted by Volvo Car Group (Volvo Cars) in collaboration with EEG specialists Myndplay, tested respondents to analyze how the brain reacts emotionally to car design and how design aesthetics actually make us feel.
EEG is the recording of electrical activity along the scalp and measures voltage fluctuations resulting from ionic current flows within the neurons of the brain. The experiment proved that humans react emotionally to the shape of a car, with men in particular seeming almost genetically programmed to like sleek design with beautiful lines.
This survey finally proves what we’ve always suspected. Beautiful car design can elicit strong emotional responses ranging from a positive frame of mind to a sense of empowerment, 74% of men claimed that good design made them feel positive, 33% of women rated images of car design higher than an image of an attractive man and 60% of women claimed that driving a beautiful car makes them feel confident and empowered.
It may go somewhere to explain why a car buyer is faced with two choices, Car A and Car B, where Car A is the sensible choice scoring top marks for price, reliability and fuel economy; but the buyer can’t walk away from Car B because it just looks so good.
You might call this situation letting the heart rule the head. But really it’s just an example of the emotive power of good car design.