Shifts in sensory dominance between various stages of user–product interactions

In the area of product design, sensory dominance can be defined as the relative importance of different sensory modalities for product experience. It is often assumed that vision dominates the other senses. In the present study, we asked 243 participants to describe their experiences with consumer products in various situations: while buying a product, after the first week, the first month, and the first year of usage. The data suggest that the dominant sensory modality depends on the period of product usage. At the moment of buying, vision is the most important modality, but during the usage the other sensory modalities gain importance. The roles of the different modalities during usage are product-dependent. Averaged over 93 products analyzed in this study, after one month of usage touch becomes more important than vision, and after one year vision, touch and audition appear to be equally important. We conclude that to create a long-lasting positive product experience, designers need to consider user–product interaction at different stages of product usage and to determine which sensory modality dominates product experience at each stage.