In this introductory chapter, the fundamental concept of the book is augmented through two exploratory studies of Social Cultural Segmentation of Biking in India and Styling Differences within the Biking Segments, done by the author which lead to an understanding of the core concept of emotion-centered product styling, with a specific emphasis on bikes.
1.1 Importance of Emotions in Product Styling
Styling is an integral part of any product design and development process. During the styling process, a designer imparts emotive qualities to products. With the diminishing technological differences among products, these emotive qualities (or “emotional benefits” as referred by Desmet, 2002) play an increasingly significant ...
