Visual Appearance: Perception, Measurement and Metrics

Industry News


Visual appearance is one of the most critical parameters affecting customer choice and needs in products. We use the response from our visual sense to process the complex patterns of light around us into objects, space, location and movement, and from that information, we make judgments leading to a particular course of action. For example, how we perceive the visual appearance of a product may cause us to buy it, reject it or even write to complain about it. We may choose to buy a particular food because its appearance suggests freshness. Our choice of car may have been influenced because its glossy appearance made us think of quality and prestige. Alternatively, we may reject a particular surface finish because its appearance suggested poor quality and the presence of defects. All of these examples represent judgments made on appearance.
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