The Design of Automotive Interior for Chinese Young Consumers Based on Kansei Engineering and Eye-Tracking Technology

The reasonable CMF (Color, Material and Finishing) design for automotive interiors could bring positive psychophysical and affective responses of customers, providing an important guideline for automobile enterprises making differentiated products. However, current studies mainly focus on an aspect of CMF design or a single style of the automotive interior, and examined the design mainly through human visual perception. There lack systematic studies on the design and evaluation of automobile interior CMF, and more scientific evaluation of the design through human visual and touching perception was required. Therefore, this study systematically designed the automobile interior CMF based on Kansei engineering and eye-tracking technology. The study consists of five steps: (1) Product positioning: the Chinese young consumers, the new energy vehicles, and bridge and seat are the target users, the automotive model and the key interior components. (2) Kansei physiological measurement: nine groups of Kansei words and thirty-three interior samples were selected, and the interior samples were scored by the Kansei words. (3) Kansei data analysis: three design types were determined, i.e., “hard and stately”, “concise and technological” and “comfortable and safe”. Meanwhile, the CMF design elements of the automotive interiors under the three styles were obtained through mathematical methods. (4) Design practice: four CMF samples under each design style (12 samples) were developed. (5) Kansei evaluation: the design themes were conducted using eye-tracking technology, and the optimal sample that mostly satisfy the user’s Kansei requirements under each style was obtained. The proposed design process of automotive interior CMF may have great implications in the design of automotive interiors.