By adopting the methods of PAD subjective emotion measurement and galvanic skin response physiological measurement, this study explores the differences in people’s tactile perception evaluation of the surfaces of beech materials with different roughness and shapes. The results show that females prefer beech samples with arc shapes, while males prefer the samples with rectangle shapes; participants’ emotional stability under a higher emotional arousal level can to a certain extent be maintained due to the beech materials with arc shapes. The tactile perception of males for beech materials has a greater range of emotional arousal than that of females, but the arousal speed of males’ emotions is lower than that of females’ emotions. Moreover, a better tactile perception experience can be created for participants when the roughness of beech materials is limited within a certain range of conditions, and a certain sense of “anxiousness” will be brought to participants if the surface of beech materials is too rough.
First, this article introduces the natural properties of wood. Wood not only has the unique wood texture, rich colours, but also has changeful shape and unique cultural attributes, what is why wood can be widely used in many fields. Secondly, the article briefly describes natural and cultural attributes, and analyzes the cultural connotation embodied in product design. The dual properties of wood meet the material and spiritual needs of people. Finally, by introducing the two cultural and creative products of writer designs to indicate the development of cultural products is a traditional material as well as the new era of the spiritual needs of the perfect combination of the way. It also plays a decisive role in reflect the wood for promoting cultural and creative product design.
Consumers’ visual perception towards the product’s appearance can largely affect their preference and purchase intention of the product. Recently, the cardboard product, as a kind of environmentally friendly product, is becoming more and more popular in the market. Therefore, understanding the perception of consumers’ visual evaluation toward different cardboard products is crucial for cardboard product design. This study used eye-tracking technology and subjective evaluation together to investigate people’s visual perception evoked by different cardboard products. Nine different cardboard products’ pictures chosen from the internet were divided into three different types and three different assembly structures. Participants were then asked to observe those pictures when their eye movement behaviors were recorded by an eye tracker. Additionally, a questionnaire about the participant’s fondness and purchase of those cardboard products were filled out after the eye-tracking test. Consumers spent less average fixation duration on the cardboard product with more usability and more familiar form to evaluate their appearances. And stronger fondness and purchase intention of those kinds of cardboard products were showed in consumers’ visual perception. The exploring of the eye movement measurement on the visual perception can provide an accurate method for designers to better understanding the consumer’s fondness and purchase intention of the cardboard product. Taking consumers’ eye tracking metrics into account may help the product design meet their real needs in the cardboard product market.