The artefact as visible materialization: visual perception informing object analysis

This project stands on two theoretical pillars, one refers to theories and concepts relating to innovation and differentiation, and the other deals with visual perception. Marketing and psychology blend in order to look at how visual perception can enhance our understanding of product differentiation. The merger of design and psychology is not a new one, but usually what is seen are investigations of psychological desires, feelings, preferences, the soft, subjective side of humans. What is proposed here is the use of humans as tools, visual perception as an objective ruler, scaling visible design differences.