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A Study on Visual Identity of Robotic Products - Focused on Four Classifications of Social Robots

Bomi Kim , Hyeonjeong Suk , Myungsuk Kim

An empirical study was carried out in order to investigate the visual identity of robot products utilizing formal factors. In particular, the four classifications of robot appearance were employed and four types of the robots were devised in each classification by varying widths of components and proportions among components. The subjects were asked to evaluate the uniformity among four robots and then the similarity between pairs of robots in each set. Based on the ratings, Multi-Dimensional Analysis was conducted and the results are summarized into three parts: First, the subjects perceived that anthropomorphic and caricatured robots are more morphologically comparable to each other. In comparison with the other three types, it is more difficult to group the functional robot; Second, a robot set which has similarity of head/screen-width is the most effective formal factor; Third, an impression of chubbiness connects robots.


a robotic classification, a body feature as the visual identity, the uniformity in a robot set