Curvature from all angles: An integrative Review and Implications for Product Design

Books and Monographs
Ghoshal, Tanuka., Boatwright, Peter.,Malka, Malika. "Curvature from all angles: An integrative Review and Implications for Product Design", USA, Routledge, 2015, ISBN: 978-0765647603
Abstract:
In this article, we isolate one component of product design- shape, specifically angularity or curvature (these terms will be used interchangeably throughout the article), and review literature from various domains on this aspect. In an original study, we investigate whether people have preferences for either angular or curved products for different categories for which shape is unrelated to functionality, and also measure perceived functional and hedonic benefits. We find that angular contours positively impact perceived functionality, with some exceptions, while curved contours positively impact perceived hedonic attributes of the product across almost all categories. The impact of angularity or curvature is moderated by individual differences such as need for cognition and involvement with the category. We integrate our findings within the extant literature and discuss implications for product design and provide directions for future research on design theory.