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product concept (2). Focusing on the most important structure-strategy-
combinations (3) based on explicit meanings and on visual perception, the amount
of design alternatives is to be reduced in an early step of the PDP. In addition,
analyzing the structure-strategy-matrices is a possibility to identify systematically
innovative product alternatives. Step (4) provides valid data to select those design
alternatives provoking more positive visual emotions to the customer than others.
To exploit the gained emotional information within the overall development
process, the current communication structure has to be ...