PROCESS

UX Research
Research Planning
Research Moderator
Experiment Design
Data Analysis
Data Visualisation

DATE

May 2019 - Present

PARTNERS

Matthew Waldman, Research Support

OVERVIEW

Morphology (Morphe) is both the study of the form of “things” and the form of words. Morphe is an ongoing research study - run in both Japan and the U.S. with native participants. It investigates the relationships between 3D material perception, culture, language and emotion.

Current research into cross-modal material perception is devoid in that it doesn’t consider the types of research information into material psychology that would be practical for designers.

Morphe aims to provide a library of material research that is directly related and transferable for designers; enabling more designers to create with greater sensitivity to context, culture and cross modalities.  

INSIGHT

Current research into texture perception has predominantly looked at perception of 2D material textures of objects such as sandpaper or washing up brushes. Although such experiments can reap interesting results, the results are lacking worth to the people who can gain most benefits from such research – designers who are creating the physical, 3D forms and materials which then influence peoples emotional and perceptive states.

OPPORTUNITY

MATERIALS

Test material perception with materials most commonly used by designers - something current research has ignored.  

3D FORM

Current research has focussed on materials in 2D form - which isn’t how we encounter such materials in real life. Testing materials in variant 3D forms provides research more akin to how we experience them in the real world.

CULTURE

Research has proven that culture shapes our sensory perceptions and processes - as in Blais’s Study “Culture Shapes How We Look at Faces” - which shows culture shapes how we look at faces. Does this apply for touch as well as vision?

PROCESS

The experiment covered each shape in 6 different materials. In total 30 different 3D shape and material combinations were tested. The materials used were rubber, PET plastic, metal, wood, cotton and woollen felt. These materials vary in physical composition, but crucially are elementary to most designers. Each participant was asked to associate the shapes and textures to the following categories:

1.     Nonsense Words (i.e. Kiki, Bouba etc.)

2.     Japanese Sound Symbolic Words

3.     Textural Perception Adjectives

4.     Emotional Response (Using the Self-Assessment Model (SAM’s) as this is appropriate for the cross-culture nature of the experiment).

OUTCOME

Morphe aims become a body of research which acts like a perceptual material library; describing the psychological and emotional responses people have to materials depending on culture, form and language. The three main objectives are to:

- Educate designers on emotional and perceptual value of materials

- Promote designers understanding of how culture influences their design’s perception

- Enhance UX for customers of products; promoting product longevity and sustainability