Preliminary study on the aesthetic preference for taillight shape design

The shape of a taillight not only improves the safety features of cars, but also provides a vast range of design options for vehicle designers. Moreover, it is regarded as a powerful design element of cars. This study aims to investigate the aesthetic preferences of consumers for taillight shape design and provide insights on visually appealing shapes for vehicle designers and manufacturers. The experiment used in this study consisted of bottom-up and top-down attentional processes that used an integrated eye-tracking method with self-report. The results showed that a taillight shape with contour features or medium length was more aesthetically preferred by consumers. Additionally, horizontal taillight shapes were more preferred compared to vertical taillight shapes. Taillight shape design insights can help in creating visually appealing rear-end designs by not only enhancing the aesthetic appearance of vehicles but also by helping in creating a unique visual signature for the brand.