• Kansei engineering
• emotional design
• design support

This thesis work has been made possible thanks to a six-month internship at the École Polytechnique de Montréal. The purpose of this research is to build the bridge between a product’s simplified she and its perception by consumers. The chosen product in this research is a car.
A survey has been created to collect consumers’ impression, especially from Brazil, Canada, France and Italy: nine different car silhouettes have been presented separately against a list of adjectives that represent a possible perception evoked by the car silhouette. The participant had to evaluate the car silhouette against a semantic differential scale and answer two extra questions related to ownership.
The results have been analyzed and a linear regression analysis has been performed in order to create two new profiles based on survey’s results; the two profiles have been validated by consumers thanks to another survey.