THE AGE OF DESIGN - HOW USERS PERCEIVE THE CHRONOLOGICAL ORDER WITHIN AUTOMOBILE GENERATIONS

The vehicle exterior design conveys a variety of visual information. Among these are the brand identity, assumed characteristics, and the vehicle's age or newness. While previous research focusses mainly on the first two attributes, we broaden the perspective by examining the age perception for vehicle model portfolios across brands. Information of age is embedded not only in branding but also in the entirety of a vehicle's exterior design features. Therefore, this paper examines how participants of a self-reported study perceive individual models inside successive product portfolios without typical branding. The stimulus patterns were derived from 12 different series of BMW, Mercedes-Benz and Audi and edited accordingly. A total of 67 models from the years 1968 to 2019 were presented and evaluated in terms of perceived age, model and brand recognition. The results show that most vehicles are perceived as newer than their actual age, successive model generations are clearly distinguishable and participants were able to sort all models in their correct chronological order. Finally, design-related age perception and knowledge-based age perception are introduced as possible underlying concepts of the visual perception of product age.