Abstract

Using product semantics, this study investigated how visual attributes of wood are perceived and interpreted semantically. The wood species alder, ash, aspen, beech, birch, elm, larch, lime, maple, oak, pine, and spruce were included. The subjects rated the samples based on the descriptive words natural, exclusive, ecofriendly, rough, inexpensive, modern, reliable, warm, cozy, solid, and light. The most significant differences in ratings were between softwoods and hardwoods. Principal component analysis yielded three dimensions based on visual perceptions: exclusive modern, ecofriendly natural, and light. Maple and ash and other hardwoods were seen as more exclusive and modern than spruce and pine. Pine, conversely, was perceived as the most ecofriendly natural wood type. Beech and alder did not score high (or low) on any of the three dimensions, meaning that these gave a neutral impression. The potential use of these results in product design and interior design is discussed.

Keywords

Wood design; perceptions; consumer studies

Published in

Wood and Fiber Science
2013, Volume: 45, number: 4, pages: 353-362
Publisher: SOC WOOD SCI TECHNOL

SLU Authors

• Roos, Anders

  • Department of Forest Products, Swedish University of Agricultural Sciences
    

Associated SLU-program

Forest


UKÄ Subject classification

Business Administration
Forest Science
Applied Psychology


Permanent link to this page (URI)

https://res.slu.se/id/publ/54919