Title: Metaphorical Designs and Cognition Studies

Speaker: Dr. Ming-Huang Lin (林銘煌)
Professor and Chair of Institute of Applied Arts
National Chiao Tung University

Time: 2014/12/23 (Tuesday) 14:00-16:00

Venue: R101 Science Building 5, NCU (中央大學科學五館 101 教室)

Abstract:
As an industrial designer originally, the speaker is always interested in the subject of bionic form and the all sorts of phenomena related to anthropomorphism. There are 5 studies briefly introduced in the talk. They are speaker’s trials in these 10 years and reflect his struggle between the design practice and perception research. It started from a research applied the ‘feature-matching theory’ to explore the relation between an object’ s spatial dimension and human cognition with Likert scale and semantic differences, the design traditional research tools. By borrowing the eye tracking approach, the second research opened a new opportunity but evidenced many obstacles needed to overcome. With the help of adapting the grounded theory, the following research seemed to find the way of analyzing the scan path data. The Forth study shifted to another direction and employed ERPs to gather elaborate and relevant brainwave data for understanding viewers’ emotional responses on empathic objects. This final study went further to examine the different artistic furniture especially ReadyMade and Deconstruction style to see N400 effects, and revealed that semantic networks represent different design styles for items of the same category.